Liliya Yanovska spoke at the XII International Forum for the Promotion of Legal Services

Asters’ Marketing Director Liliya Yanovska participated as a speaker at the XII International Forum for the Promotion of Legal Services (PLS 2025), organised by the Legal Practice weekly. During the session focused on promoting young professionals, the panel addressed several key questions:

• how does the parallel development of lawyers’ personal brands and law firm brands influence overall success
• what risks does a firm face when promoting an individual lawyer
• how can small firms compete with larger ones from a personal brand standpoint

Liliya emphasised that personal and firm brands should reinforce one another, noting that a strong firm reputation can significantly support the growth of a lawyer’s personal brand. She highlighted the importance of establishing clear policies and guidelines to help lawyers, particularly junior professionals, go safely and effectively in public. At the same time, she stressed that not all lawyers aspire to public visibility, so firms should focus on the BD activities where each individual is strongest and where their efforts most effectively contribute to client portfolio development.

Asters is Ukraine's largest full-service law firm with offices in Kyiv, Brussels, London, and Washington, D.C. The firm has access to over 125 jurisdictions through its extensive network of partner law firms.