What are General Counsel looking for when determining which law firm to hire? And what makes them think of a law firm as a long-term business partner?
Over the last year, we posed these questions to 20 general counsel and found a striking consistency in their responses. As BLRT Grupp’s General Counsel Andrius Digrys succinctly puts it: “We look for a balance of reliability, high-quality legal services, and cost efficiency. In short, trusted experts who deliver excellent work and do so within reasonable and predictable cost parameters.”
#1. Expertise and Specialization
General counsel engage law firms that showcase deep levels of expertise. They are looking for firms that have a proven track record in a specialized area.
“Certain areas, such as litigation, insolvency proceedings, bond issues, and cross-border transactions, are always handled externally,” notes Marian Husar, General Counsel at J&T Finance Group and Head of Legal at J&T Banka. “Additionally, for major transactional work, we usually involve external counsel to ensure sufficient capacity and maintain high quality.”
“Various competencies are required from a strategic partner – a wide scope of expertise, strong technical knowledge, social intelligence to follow your needs, responsive team,” explains UniCredit Bank Serbia’s Head of Legal Department Gligorije Brajkovic.
While some GCs do independent research or ask for recommendations to source specialized expertise, many follow a strict RFP process. “We follow a structured procurement process to ensure a fair and thorough selection,” shares Belupo General Counsel Eva Kovacic. “This involves specialized procurement documentation related to compliance and experience. Once we gather this information, we evaluate qualifications and select partners based on clear criteria.”
#2. Understanding the Business and Industry
In-house lawyers are no longer expected to limit their advice to purely legal matters. Their success, to a large extent, depends on their understanding of the business and the industry and the ability to offer advice that facilitates growth while mitigating risks. Therefore, it comes as no surprise that GCs are looking for the same qualities in their external partners.
As Elena Iacob, CEE Regional Senior Legal Counsel at Cencora/ Alliance Healthcare Romania explains: “I consider several criteria when developing the strategy for collaborating with various law firms: trust; level of understanding the business and the industry in which the company operates; ability to work across different areas of expertise and jurisdictions, providing comprehensive solutions; availability and adaptability; understanding the Company’s operational costs, allowing them to tailor financial offers to provide effective legal support at a fair price; constant feedback.”
“External counsel becomes a long-term partner when they go beyond handling individual matters to understand the company’s business, strategy, and regulatory environment,” notes Chief Legal Advisor of Macedonia Stock Exchange Zorica Asenova.
Vesna Paunkoska Dodevska, Legal Director at Pivara Skopje AD, echoes the sentiment: “Given that legal advice frequently plays a pivotal role in business decisions, well-reasoned and high-quality guidance or analysis is essential in the evaluation process.”
“Expertise is key, of course, but we also look at commercial awareness,” stresses Nova Broadcasting Group Chief Legal and Compliance Officer Elena Velkova. “We want advisors who really understand the media sector and can help us navigate its unique challenges. Their previous experience matters a lot, especially if they’ve worked on similar issues or projects. That gives us confidence that we’ll be speaking the same language.”
#3. Trust and Reputation
General counsel pay close attention to law firms’ reputation when making their decision. Trust is integral to long-term partnership, so who and how firms have represented in the past or currently matter a great deal.
“Reputation is the most important factor, though not necessarily based on top-tier rankings,” notes Nestle South Eastern Europe Head of Legal & Compliance Natalia Lysa. “These days, there are countless ratings, and it’s hard to trust them entirely. We rely more on recommendations from other in-house lawyers.”
Vezuv Director of Legal Affairs Filip Knezevic points out: “The client portfolio of a law office is also an important consideration, as it reflects their quality and reputation.”
“When it comes to international matters, we typically rely on recommendations, but it’s no secret that cost is also a major factor in our decisions,” sums up AMC Networks International Central and Northern Europe’s Vice President, Head of Legal Andras Gelencser.
However, trust is something that needs to be nourished and maintained throughout the entire course of the partnership, as general counsel do keep an eye on other firms. “While we have established relationships with some trusted firms, we also welcome new firms, especially those that distinguish themselves, for instance, with insightful seminars or effective negotiation skills,” shares mBank Deputy General Counsel Pawel Szczepaniak.
#4. Responsiveness and Speed
Law firms that make their experts available and easy to communicate with are more likely to turn into long-term partners.
Martina Ondrasova, Heineken Slovakia Legal & Compliance Director and board member comments: “The key factors are high-quality advice, responsiveness, accessibility, speed, and cost-effectiveness. It’s also important that external counsel be easy to work with and able to integrate seamlessly into our processes.”
In fact, the expectation of responsiveness is often discussed before a law firm is brought on board. “It’s essential to set clear rules for cooperation from the very beginning – expectations on responsiveness, reporting, and alignment with our business objectives,” explains Corwin Head of Legal Services Department Marek Kundrat. “This way, we ensure that an external counsel becomes a true extension of our in-house team, not just a service provider.”
#5. Cost and Efficiency
Irrespective of the size of the company, cost inevitably plays an important role in selecting external partners. Of course, GCs do not want cost considerations to come at the expense of quality. However, in an environment of ongoing pressure to reduce costs, financial considerations often become the decisive factor when comparing otherwise comparable firms.
“When choosing an external counsel, quality and budget are the two primary factors, and I always look for a balance,” shares Basak Gurbuz, Alliance Healthcare Turkiye Director of Legal Affairs and General Counsel. “I want tailored, relevant advice – not dozens of pages of boilerplate content.”
IT Labs Group General Counsel and DPO Ana Zakovska makes clear: “Of course, cost is a major factor, but so is the type of legal service you need.” She elaborates: “I always run an RFP process. I look at the actual offers in detail, but I also speak to the candidates personally. It’s important to understand how they think, how prepared they are, see their flexibility range, and whether they understand our business.”
#6. Long-Term Partnership
In-house teams value consistency. They want to work with law firms that can become strategic partners in the long run.
“Beyond technical excellence, what truly distinguishes effective counsel is their ability to understand our business context and objectives. This understanding, cultivated through years of cooperation, transforms external counsel into trusted partners, rather than mere service providers,” stresses Iwona Rykaczewska-Kuderska, General Counsel of Benefit Systems. “The true measure of external advisory effectiveness is reflected in the seamless execution of business operations and the confidence with which strategic decisions are made.”
Belupo General Counsel Eva Kovacic echoes this sentiment: “We value long-term relationships with external counsel, as understanding each other’s ways of working and the specifics of our industry significantly enhances collaboration. Many of our external partners have supported us for years, which fosters trust and efficiency.”
#7. Proactive and Solution-Oriented Advice
Finally, general counsel favor proactive over reactive external advisors. They want to work with firms that can anticipate challenges and opportunities, and provide grounded advice.
“The main expectation is that they understand our online business, our products,” notes Arukereso General Counsel Gergely Szekely. “As the online business requires rapid decisions and less paperwork, we appreciate the close-to-business approach and clear, short, supportive answers.”
General counsel want their advisors to cut through the noise and get to the point. “ I look for pragmatic, solution-driven legal advisors who communicate clearly and partner with us rather than just sending legal memorandums explaining a pile of legislation without providing any clear industry-applicable legal solutions,” points out Baris Ozturk, Head of Legal at Teleperformance.
Farmexim Head of Legal and Compliance Director Mihaela Scarlatescu reinforces this point: “I don’t want someone who only responds to a questionnaire, but I want someone who brings ideas to the table. Experience matters, but it’s really about mindset.”
20 General Counsel Explain What They Look for in Law Firms
What are General Counsel looking for when determining which law firm to hire? And what makes them think of a law firm as a long-term business partner?
Over the last year, we posed these questions to 20 general counsel and found a striking consistency in their responses. As BLRT Grupp’s General Counsel Andrius Digrys succinctly puts it: “We look for a balance of reliability, high-quality legal services, and cost efficiency. In short, trusted experts who deliver excellent work and do so within reasonable and predictable cost parameters.”
#1. Expertise and Specialization
General counsel engage law firms that showcase deep levels of expertise. They are looking for firms that have a proven track record in a specialized area.
“Certain areas, such as litigation, insolvency proceedings, bond issues, and cross-border transactions, are always handled externally,” notes Marian Husar, General Counsel at J&T Finance Group and Head of Legal at J&T Banka. “Additionally, for major transactional work, we usually involve external counsel to ensure sufficient capacity and maintain high quality.”
“Various competencies are required from a strategic partner – a wide scope of expertise, strong technical knowledge, social intelligence to follow your needs, responsive team,” explains UniCredit Bank Serbia’s Head of Legal Department Gligorije Brajkovic.
While some GCs do independent research or ask for recommendations to source specialized expertise, many follow a strict RFP process. “We follow a structured procurement process to ensure a fair and thorough selection,” shares Belupo General Counsel Eva Kovacic. “This involves specialized procurement documentation related to compliance and experience. Once we gather this information, we evaluate qualifications and select partners based on clear criteria.”
#2. Understanding the Business and Industry
In-house lawyers are no longer expected to limit their advice to purely legal matters. Their success, to a large extent, depends on their understanding of the business and the industry and the ability to offer advice that facilitates growth while mitigating risks. Therefore, it comes as no surprise that GCs are looking for the same qualities in their external partners.
As Elena Iacob, CEE Regional Senior Legal Counsel at Cencora/ Alliance Healthcare Romania explains: “I consider several criteria when developing the strategy for collaborating with various law firms: trust; level of understanding the business and the industry in which the company operates; ability to work across different areas of expertise and jurisdictions, providing comprehensive solutions; availability and adaptability; understanding the Company’s operational costs, allowing them to tailor financial offers to provide effective legal support at a fair price; constant feedback.”
“External counsel becomes a long-term partner when they go beyond handling individual matters to understand the company’s business, strategy, and regulatory environment,” notes Chief Legal Advisor of Macedonia Stock Exchange Zorica Asenova.
Vesna Paunkoska Dodevska, Legal Director at Pivara Skopje AD, echoes the sentiment: “Given that legal advice frequently plays a pivotal role in business decisions, well-reasoned and high-quality guidance or analysis is essential in the evaluation process.”
“Expertise is key, of course, but we also look at commercial awareness,” stresses Nova Broadcasting Group Chief Legal and Compliance Officer Elena Velkova. “We want advisors who really understand the media sector and can help us navigate its unique challenges. Their previous experience matters a lot, especially if they’ve worked on similar issues or projects. That gives us confidence that we’ll be speaking the same language.”
#3. Trust and Reputation
General counsel pay close attention to law firms’ reputation when making their decision. Trust is integral to long-term partnership, so who and how firms have represented in the past or currently matter a great deal.
“Reputation is the most important factor, though not necessarily based on top-tier rankings,” notes Nestle South Eastern Europe Head of Legal & Compliance Natalia Lysa. “These days, there are countless ratings, and it’s hard to trust them entirely. We rely more on recommendations from other in-house lawyers.”
Vezuv Director of Legal Affairs Filip Knezevic points out: “The client portfolio of a law office is also an important consideration, as it reflects their quality and reputation.”
“When it comes to international matters, we typically rely on recommendations, but it’s no secret that cost is also a major factor in our decisions,” sums up AMC Networks International Central and Northern Europe’s Vice President, Head of Legal Andras Gelencser.
However, trust is something that needs to be nourished and maintained throughout the entire course of the partnership, as general counsel do keep an eye on other firms. “While we have established relationships with some trusted firms, we also welcome new firms, especially those that distinguish themselves, for instance, with insightful seminars or effective negotiation skills,” shares mBank Deputy General Counsel Pawel Szczepaniak.
#4. Responsiveness and Speed
Law firms that make their experts available and easy to communicate with are more likely to turn into long-term partners.
Martina Ondrasova, Heineken Slovakia Legal & Compliance Director and board member comments: “The key factors are high-quality advice, responsiveness, accessibility, speed, and cost-effectiveness. It’s also important that external counsel be easy to work with and able to integrate seamlessly into our processes.”
In fact, the expectation of responsiveness is often discussed before a law firm is brought on board. “It’s essential to set clear rules for cooperation from the very beginning – expectations on responsiveness, reporting, and alignment with our business objectives,” explains Corwin Head of Legal Services Department Marek Kundrat. “This way, we ensure that an external counsel becomes a true extension of our in-house team, not just a service provider.”
#5. Cost and Efficiency
Irrespective of the size of the company, cost inevitably plays an important role in selecting external partners. Of course, GCs do not want cost considerations to come at the expense of quality. However, in an environment of ongoing pressure to reduce costs, financial considerations often become the decisive factor when comparing otherwise comparable firms.
“When choosing an external counsel, quality and budget are the two primary factors, and I always look for a balance,” shares Basak Gurbuz, Alliance Healthcare Turkiye Director of Legal Affairs and General Counsel. “I want tailored, relevant advice – not dozens of pages of boilerplate content.”
IT Labs Group General Counsel and DPO Ana Zakovska makes clear: “Of course, cost is a major factor, but so is the type of legal service you need.” She elaborates: “I always run an RFP process. I look at the actual offers in detail, but I also speak to the candidates personally. It’s important to understand how they think, how prepared they are, see their flexibility range, and whether they understand our business.”
#6. Long-Term Partnership
In-house teams value consistency. They want to work with law firms that can become strategic partners in the long run.
“Beyond technical excellence, what truly distinguishes effective counsel is their ability to understand our business context and objectives. This understanding, cultivated through years of cooperation, transforms external counsel into trusted partners, rather than mere service providers,” stresses Iwona Rykaczewska-Kuderska, General Counsel of Benefit Systems. “The true measure of external advisory effectiveness is reflected in the seamless execution of business operations and the confidence with which strategic decisions are made.”
Belupo General Counsel Eva Kovacic echoes this sentiment: “We value long-term relationships with external counsel, as understanding each other’s ways of working and the specifics of our industry significantly enhances collaboration. Many of our external partners have supported us for years, which fosters trust and efficiency.”
#7. Proactive and Solution-Oriented Advice
Finally, general counsel favor proactive over reactive external advisors. They want to work with firms that can anticipate challenges and opportunities, and provide grounded advice.
“The main expectation is that they understand our online business, our products,” notes Arukereso General Counsel Gergely Szekely. “As the online business requires rapid decisions and less paperwork, we appreciate the close-to-business approach and clear, short, supportive answers.”
General counsel want their advisors to cut through the noise and get to the point. “ I look for pragmatic, solution-driven legal advisors who communicate clearly and partner with us rather than just sending legal memorandums explaining a pile of legislation without providing any clear industry-applicable legal solutions,” points out Baris Ozturk, Head of Legal at Teleperformance.
Farmexim Head of Legal and Compliance Director Mihaela Scarlatescu reinforces this point: “I don’t want someone who only responds to a questionnaire, but I want someone who brings ideas to the table. Experience matters, but it’s really about mindset.”
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