Monday, 13 June 2016

Matthew Kay




Matthew Kay is a very emotionally intelligent man. We’ve been having a ball working with him to promote Pinsent Masons’ Vario through an eye-catching campaign urging lawyers to connect with their human side.  “In an age where the legal market is delivering increasing parts of the service through artificial intelligence”, he says, “human lawyers need to be astute about what it is they offer that’s different.  AI can be excellent for increasing efficiencies, particularly in terms of speed and consistency of outcomes for clients, and that’s important, but clients want relationships with people, not robots. This is where lawyers’ emotional intelligence and a nuanced soft-skill-set becomes key.”  (You can catch up with the Vario #NoClones campaign on the @PMVario Twitter stream, or by using the #NoClones hashtag.)

Indeed it’s this kind of enlightened thinking that distinguishes Vario from its closest competitors in the contract lawyer market: an important point of difference is how they select lawyers for client assignments not just on the basis of the required legal expertise, but by matching individuals’  behavioural styles with the culture of the client organisations they are being placed into. “It makes for a much more pleasant experience all round, which encourages everyone to keep coming back for more: our clients tell us they like this approach because our Varios fit in to their culture so much more quickly, and get on so well with everyone else in the team; and our Varios say how much more valued they feel on our placements, compared to other places they’ve worked. We all spend so much of our waking life at work, it’s just as important to get the “people” bit right, ie enjoying working with people you naturally get on with, as it is to be able to master the technical parts of the job.”

Matthew took over the reins of Pinsent Masons’ Vario in December last year. Up to that point, although Vario had been phenomenally successful, the business had developed pretty much by accident, its 30% year-on-year expansion being more through natural market demand than by strategic design.  This is all now changing and Matthew has some very definite plans for where he wants to take the business next. 

“Whilst interest in contract lawyering has grown exponentially in the last few years, for some reason it is seen very much as a London legal market phenomenon.  In the regions, although there is huge demand on the client side for the contract lawyer option, the lawyers themselves are far less aware of this as a career option.  Their assumption is often that they would have to compromise the level at which they’re operating in the legal market in order to achieve a better work/life balance. We need to educate them.  The reality is they can have it all!  A contract lawyer anywhere in the country can, and should, expect to be doing interesting legal work, on high-quality assignments, for big companies and house-hold names. We know this because we are constantly receiving work from big name clients who want contract lawyers in all different parts of the country outside London, and we don’t always have enough of the right lawyers to meet the demand.”

Another of Matthew’s aims is to change perceptions that contract lawyering is the preserve of people approaching the end of their careers, after many years in private practice. “We’re keen to get to lawyers 1-8 years PQE and challenge them to demand the career they really want, right from the start. Why shouldn’t they have a good work/life balance right from the beginning! I want to encourage lawyers to start as they mean to go on!”


We’ve only been working with Matthew for a short time, but already the #NoClones campaign has shown how bold he is prepared to be, and how much creative energy he is putting in to his ambitions for Vario. I have no doubt he will achieve his aims of shaking the contract lawyer market up by challenging its accepted demographics. This is most definitely a space … and a man … to watch.

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Donate by 18th July to Amnesty’s campaign against child marriage and FGM, and you can double your impact.  For these two Summer months, the UK Government (Department of Education) has pledged to match ALL donations Amnesty receives for its work to end FGM and early/forced marriage in Sierra Leone and Burkina Faso.  
The charity is planning a massive educational project to change cultural attitudes in the region. Local Amnesty members will reach out to different community groups such as schools, women’s groups, men’s groups, encouraging everyone to stand together against these inhuman practices and reject them as socially unacceptable. 

Click here to Donate Now. There’s never been a better time. 

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Here’s a story that goes one better than “Man bites dog”.  I’m sure you are all familiar with the Journalist’s/PR’s mantra “Dog bites man is not a story; but man bites dog, now there’s a story”.  Well, The Times recently ran a fabulous feature entitled “Workplace drudgery drives feminists back to the kitchen”.  It tells the wonderfully counter-intuitive tale of how after decades of fighting to escape the kitchen and enjoy the fulfilment of interesting careers, many modern women are (as The Times’ David Sanderson and Rosemary Bennett explain) “increasingly embracing domesticity as an antidote to the drudgery of the workplace”.

I love it!  It’s about time the classic aphorism was updated.  From now on, when I’m coaching PR skills and storytelling, there’ll be no more “Man bites dog”; only “Work drives feminists back to the kitchen”.   





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