Freshfields has turned to the man who helped give A&O Shearman its new global identity to sharpen its own brand.
Craig Annis (below) joins as Chief Brand and Communications Officer after playing a central communications role in bringing together Allen & Overy and Shearman & Sterling and presenting the merged firm to the market.
Annis described that assignment as helping turn “two proud histories” into one voice. At A&O Shearman he was responsible for connecting external brand-building with firm strategy and growth.
Now Freshfields, itself pushing aggressively into the US market, has hired that expertise to strengthen its global brand, reputation and competitive positioning.
The Freshfields Media release is below –
Global law firm Freshfields today announces the appointment of Craig Annis as Chief Brand and Communications Officer.
Based in New York, Annis joins from A&O Shearman, where he led the firm’s global communications function, and was responsible for major strategic initiatives including the launch of the firm’s global brand and broader reputation and stakeholder engagement programmes.
Prior to that, Annis served as Chief Brand Officer at the United States Golf Association (USGA), helping strengthen engagement with audiences around the world and elevate the organisation’s profile through innovative communications and brand initiatives.
Earlier in his career, Annis spent more than eleven years at Mars, holding a number of global senior leadership positions across communications, public affairs, government relations and corporate responsibility based in both the US and Europe.
In his new role, Annis will lead Freshfields’ global brand, communications and reputation agenda, working closely with the firm’s leadership and its global business development teams.
Georgia Dawson, Senior Partner at Freshfields, said: “We have ambitious plans for the future and strong, strategic communications have never been more important. Craig brings an exceptional track record of building high-performing teams, shaping reputation and helping organisations engage effectively with clients, employees and wider stakeholders. We are delighted to welcome him to the firm.”
Annis added: “Freshfields is one of the world’s leading law firms, with an extraordinary heritage, a clear sense of purpose and a compelling vision for the future. I’m excited to be joining the firm and look forward to working with colleagues around the world to further strengthen its brand, reputation and engagement with key audiences.”
