Menu
At Kidd Aitken, we understand the unique nuances of the Asia-Pacific legal market. Our regional office is led by Dennis Li, former Chambers Head of Research, bringing unmatched insight into what drives rankings across the region. Combined with our global team of former directory editors, researchers, and legal marketing professionals, we offer a unique blend of local understanding and international strategy.
.png)
Asia-Pacific Focus, Global Coverage
We specialise in supporting law firms across Asia, helping them gain recognition on the global stage. Our consultants can translate your firm’s strengths into compelling, culturally attuned submissions that resonate with international legal directories.
Strategic Support
Our Consultants know what researchers are looking for and how to highlight what makes your firm stand out. Moreover, we remain up to date on any changes to guidelines, deadlines and methodology as well as market standards. From planning and drafting to referee coordination and interview prep, we can manage the entire legal directory process - freeing up your internal teams to focus on client work.
Referee Coordination Team
Uniquely, we have a dedicated team to manage referee outreach and feedback, maximizing the impact of your client referee feedback. Did you know that Chambers weights 60% - 70% of ranking decisions on referee feedback?
Strategic Alignment
We don’t just write submissions, we help integrate them into your broader marketing strategy, ensuring consistency, clarity, and commercial value.
We manage the entire legal directory submission process, including:
Beyond writing submissions, we align legal directory submissions with your broader marketing strategy, help streamline the submissions process and craft compelling, culturally attuned content that resonates with researchers. The result? Stronger rankings and a standout reputation in a competitive market.
Complementing our legal directory expertise, we offer firms support in Digital Marketing, Marketing Strategy Reviews, Events and more.
.png)
.png)
.png)
.png)
.png)
Kidd Aitken is the world’s leading legal marketing and strategy consultancy firm with the largest team of legal directory & awards consultants. With over 10 years of operation, Kidd Aitken has advised over 300 law firms across the globe on the best strategies to gain global ranking recognition.
Directors Daniel Kidd and Jacob Aitken founded Kidd Aitken in 2015 and, with together with Dennis Li, launched KIdd Aitken Asia in 2025. As former Chambers Editors, they saw a real need to support law firms with their legal directory submissions and strategies using their understanding of the Legal 500 and Chambers rankings methodologies.
Our team has first hand experience of the legal directory process as former directory Editors, Deputy Editors, researchers, in-house marketing or business development executives and solicitors. Uniquely we have a dedicated co-ordination team to monitor and assist law firms in the research process, from start to finish, to ensure the best possible service for our clients. Assisting with hundreds of law firms around the world, we handle 3,500 – 4000 submissions per year for Chambers, IFLR1000, Legal 500 and other prestigious directories for our clients. This truly gives us a unique insight into best practice for growing legal rankings.
As Managing Director for Kidd Aitken Asia, I lead strategic growth and client engagement across key markets, drawing on over a decade of legal research and editorial leadership. Previously Head of Greater China Region Research at Chambers and Partners, I oversaw legal directory submissions across four jurisdictions and helped establish the standalone Greater China guide. My work consistently connected global standards with local expertise, enhancing the visibility of top legal talent.
My career began at Chambers in 2013, progressing from research analyst to Deputy Editor of the Asia-Pacific team, where I led coverage of East Asia. I’ve consistently driven innovation in research methodology and market analysis, acting as a vital bridge between Eastern and Western legal markets. With over a decade of experience in legal research and editorial leadership, I bring deep insight into cross-border dynamics and market intelligence.
Educated in China and the UK, I hold degrees in German and English Studies, media and publishing from UCL, and a Graduate Diploma in Law from BPP. My cross-cultural experience and deep market knowledge position me to deliver strategic value to Kidd Aitken's clients, build law firm reputations in a digital age and strengthen our presence across Asia.
Beyond the obvious independent verification that legal rankings provide, here is some readership data that emphasises the importance of a legal ranking. For example, 69% of GCs refer to a legal directory recommendation before instructing a law firm. In addition, as more people use AI tools to research legal services, find law firms and attorneys and compare their expertise, rankings directly impact which firms are suggested. We truly believe that rankings elevate your firm, highlight your specialisms and catapult the reputations of your lawyers both domestically and internationally.
