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This Year’s Conference

Today's marketplace is changing rapidly: clients are undertaking efforts to drastically reduce their number of outside counsel; they're utilizing alternative service providers more frequently; and their expectations around efficiency and innovation are rising due to the ever-changing world of technology. In addition, who our clients are is changing, as the role of legal procurement professionals continues to evolve and generations shift.

Amid all this change, client experience remains the most important factor in differentiating and growing our businesses. Organizations with exceptional client loyalty continue to have a competitive advantage. At this year's conference, we'll focus on the client experience, including case studies and best practices for implementing client-centric strategies that attendees can bring back to their organizations.


Former Vice President and Chief Marketing Officer at Southwest Airlines

When it comes to creating a positive customer experience and brand, Southwest Airlines reigns supreme. At this year's LMASE Regional Conference, we'll get the opportunity to hear from Southwest's former Chief Marketing Officer, Kevin Krone. Kevin spent more than two decades building the Southwest brand we know and "luv" today. Hear how the company differentiates itself, drives value to its customers, and what excites Kevin about the future of marketing. With countless distinctions and recognitions, Southwest's model for exceptional customer loyalty is one to emulate across all industries!

About Kevin

As vice president and chief marketing officer, the highest-level marketing leader, Kevin was responsible for all aspects of Southwest’s marketing strategy and execution, including the oversight of the company’s brand development, advertising, promotions, mobile and digital strategy and execution. Throughout his 24-year career at Southwest, Kevin oversaw the technical development and marketing of southwest.com as the first major United States airline to sell travel online. He also oversaw the re-launch of the company's Rapid Rewards loyalty program, the award-winning frequent-flyer program, and the Rapid Rewards® Chase/Visa program, which is one of the most successful credit card programs in the world.

Kevin is currently an advisor to Southwest on advertising, marketing, distribution, social, and digital strategies. He serves on numerous boards and frequently speaks to audiences around the world.

"[Kevin] is a visionary, a pioneer, and a thought leader in the Marketing profession."

Bob Jordan
Executive Vice President & Chief Commercial Officer at Southwest

Ranked 14th on Forbes Magazine's "World's 50 Most Influential CMOs" list in 2014

Recognized as one of the "Top 50 CMOs to Watch in 2016" by Boardroom Insider

Featured in Forbes Magazine's "CMO Interview Series"

What our 2017 LMASE Conference Attendees Said:

"I specifically wanted to get the most out of two particular sessions, and they did not disappoint. Everything else was a bonus."

"I love this conference - the size, the programming, the networking. It's just terrific."

"Stellar lineup of content and speakers."

"The content was fantastic. I was very impressed with the knowledge of the speakers and range of firm sizes represented. I found the content to be relevant and actionable. I also found the attendees and sponsors to be lovely."

"To me, the most valuable part of the conference was the networking. Actually getting to speak with like-minded individuals in the field. To bounce ideas off one another is helpful."

"One of the best [conferences] I have attended.."


LMASE Member of the Year

Start thinking about your nomination for Member of the Year! Did a member implement a creative idea? Suggest interesting programming? Recruit prospective members or sponsors? Please provide specific examples of how this member has demonstrated leadership during their active involvement with LMASE or an LMASE Local Steering Committee. The LMASE Board of Directors will evaluate the entries and select a winner to be recognized in Greenville. There is no fee to submit a nomination for Member of the Year!

Please look for an email from LMASE about submission requirements and deadlines.

LMASE Local Steering Committee of the Year

We are excited to recognize an LMASE Local Steering Committee for their outstanding contributions this past year. In your nominations, remember to include specific examples of how the Local Steering Committee leadership has encouraged members to get involved, by providing creative programming, membership development and sponsor recruitment. Describe how this Local Steering Committee has demonstrated innovation and growth in their market and the legal marketing industry. The LMASE Board of Directors will evaluate the entries and select a winner to be recognized in Greenville. There is no fee to submit a nomination for the LMASE Local Steering Committee of the Year!

Please look for an email from LMASE about submission requirements and deadlines.