Hogan Lovells have created a 'business school' that equips its young lawyers with the skills needed to start-up businesses. 

This is not legal skills, but an understanding of the basics of running a business.

It has, Legal Cheek reports, trained some 250 young lawyers that have gone on to advise some 60 young and start-up businesses, resulting in some £4m of investment into those businesses.

This is the kind of marketing initiative that is so simple, extremely clever, and clearly delivering terrific results.  

It empowers young lawyers, and equips them with skills that will last a lifetime.  And for a firm like Hogan Lovells it opens up a stream of work that would have perhaps headed to much smaller firms. 

It is really clever marketing, and one that other firms would do well to examine and copy.