Kidd Aitken Legal Marketing, the directories consultancy, has launched Kidd Aitken Asia – a dedicated team supporting law firms based in Asia-Pacific.
Kidd Aitken Asia will operate out of a new Shanghai office led by Dennis Li, former Head of Greater China Research at Chambers & Partners and a widely recognised global legal market strategist.
Dennis has played a pivotal role and led initiatives driving the visibility and competitiveness of law firms, in-house departments and other legal institutions on regional and international stages. This move reinforces Kidd Aitken’s commitment to delivering regionally attuned, globally strategic support for law firms across Asia-Pacific.
Kidd Aitken was co-founded by Daniel Kidd and Jacob Aitken in 2015. As founding Editors of Chambers Asia-Pacific and Chambers Latin America respectively, they saw a real need to support law firms with their legal directory submissions by offering a more strategic approach, using their understanding of the Chambers and Legal 500 rankings methodologies.
In the last decade, Kidd Aitken has grown to a 50+ team worldwide, including former editors and researchers from Chambers and Legal 500 to offer unmatched insight into the ranking processes.
“We’re more than submission writers, we’re strategic advisors,” said Daniel Kidd. “Our team aligns directory submissions with each firm’s broader marketing goals, translating achievements into compelling, culturally sensitive narratives that resonate with researchers.”
Dennis Li adds: “Many law firms in Asia are doing exceptional work, but that doesn’t always translate into strong directory rankings, global recognition and visibility. There’s often a gap between the quality of legal service and how that’s communicated to researchers. Language, cultural, mindset differences, and internal bandwidth can all be barriers. Kidd Aitken Asia bridges that gap. We help firms tell their story in a way that resonates with directories strategically, clearly, and persuasively – while taking the pressure off internal teams.”
Jacob Aitken said: “Our vision is to be the leading strategic partner for law firms across Asia and the Pacific region, looking to align submissions with their broader business development objectives, achieve their ranking goals and ultimately elevate their profile.”