Реестр специалистов юридического и аудиторско-консалтингового рынка в области маркетинга, развития, рекламы и PR

• 24 years of professional experience in marketing, business development, advertising and public relations
• 27 years of total professional work experience
• Teaching activity since 2006
• Sales experience since 1993

Professional Recognition:
(1) TOP COMM 2025 — Ranking of the Best Corporate Communications Directors and Departments in Russia
(Vedomosti, June 17, 2025):

• Ranked #3 — Best Corporate Communications Director in Consulting & Research
• Ranked #32 overall (cross-industry ranking)

(2) Tier I (Top-7) — Ranking of Lawyers and Their Firms 2025 - Category: Legal Marketing / PR (Rossiyskaya Gazeta, “Law” Supplement, December 4, 2025)
(3) Award Laureate — “For Contribution to the Development of Legal Marketing” - HSE School of Law & Administration Award - Legal Management & Consulting 2024 (Award ceremony: March 21, 2025)
(4) Winner - “Press Office of the Year 2011” - Press-Sluzhba Magazine
(5) Legalbusinessforum Team — Winner, - Best Event Team (AKMR Certified) 2025” - Nomination: Best Congress Organization (October 22, 2025)

Evgenii Kovalev has led business development, marketing and communications functions across education, consulting and legal services, including:

• Head of Business Development — MIRBIS International Business School
• Head of Marketing — Ligerion Consulting
• Head of Marketing & Business Development — Principium Legal Group
• Head of Marketing & Communications — Strategiya Law Firm and Trinfico
• Marketing and PR Advisor — International Business School (ISB)

He has also acted as a consultant and project lead for PR teams serving public sector institutions and organisations across multiple industries, including:
legal services, energy, construction, logistics, architecture, education and related sectors.
Professional Committees, Juries & Expert Roles Over the years, Evgenii has held a number of expert and governance roles within leading professional associations and industry awards:

• Nomination Coordinator — RASO Awards: “Big Agenda” and “Legal Vanguard” (2025); “Trendsetter” (2024); “Breaking the Pattern” (2022); Member of the Expert Council, RASO Awards (2022–2025)
• Member of the High Expert Council, Russian Public Relations Association (RASO)
• Co-Chair, Marketing Communications Nomination - Silver Archer Award (2023–2025)
• Member of the Expert Jury, International Competition Presszvanie (2016)
• Member of the State Examination Commission (SEC): Moscow State Technical University of Civil Aviation; Moscow Financial and Legal University

• Russian State University of Justice
• MIRBIS International Business School (Moscow)
• Institute of Business, Economics and Information Technologies (ONPU)

Professional Qualifications:

• Economist
• Researcher
• Lecturer–Researcher
• Public Relations Specialist

Professional Development & Continuing Education:

• Professional Qualification Certificate in Public Relations (No. 147) / Issued by the Russian Public Relations Association (RASO), Russian Association of Communications Consultancies (AKOS) and the Association of Managers
• Advanced Training Certificate —Modern Tools and Teaching Methods for On-Campus and дистанционное (online) University Education| Moscow Financial and Legal University (MFUA)
• School for University Lecturers | MIRBIS Business University, Moscow
• Russian–Dutch School of Corporate Social Responsibility (CSR) | Human Rights Protection | MIRBIS Business University, Moscow
• Industry Seminar: “Public Relations in Sectoral Markets” | Association of Public Relations Educators (APSO)

Evgenii Kovalev teaches economics, management, marketing, branding and public relations, with a particular focus on legal and professional services marketing, at the following institutions:

• HSE University — School of Law & Administration
• Institute of Legal Management
• (Author and lecturer of the course “Legal Marketing”)
• Peoples’ Friendship University of Russia (RUDN University)
• MIRBIS International Business School (Moscow)
• MDS | Moscow Digital School
• Legal Academy
• Moscow Financial and Legal University

Authorial Concepts
Evgenii Kovalev is the author and co-author of several original concepts and definitions widely used in discussions on legal and professional services marketing.

“Brand Tenant”(co-authored with E. Kozhevnikova)
A Brand Tenant is an employee who primarily extracts value from the corporate brand for personal benefit rather than contributing their own energy to the brand’s long-term development and capitalization.
In practice, some employees consciously view their relationship with a brand as short-term and transactional, aiming to maximise personal gains with minimal investment in the corporate brand. This concept raises critical questions for leadership and HR strategy:

• What truly attracts and retains your employees?
• How relevant is your brand as an employer?
• What is missing for it to resonate with the values and expectations of the workforce?
• Are employees engaged in delivering the organisation’s “big idea”?
• How does corporate culture adapt to the expectations of Generation Y and Generation Z?
• How adaptive is the organisational model itself?

The author distinguishes between passive and active Brand Tenants, depending on the intensity of value extraction from the corporate brand, and analyses this concept in relation to other authorial notions such as Corporate Brand Person and Counterbrand.

“Corporate Brand Person”
A Corporate Brand Person is a loyal employee who fully shares the organisation’s principles and values and is committed to growing together with the team regardless of economic conditions, internal or external challenges.

“Positioning Object”
A Positioning Object is any element of an organisation’s internal or external environment that has the potential to form, support and reproduce a sustainable and differentiated market position in the perception of target audiences.
Evgenii Kovalev proposes a classification of positioning objects, including:

1. The company, its elements and internal processes
2. Strategic business units
3. Company representatives
4. Products, services and solutions
5. Clients
6. Competitors
7. Partners
8. Other stakeholders
9. Other positioning-relevant objects

“Public Relations in Dispute Support”
Public Relations in Dispute Support refers to a set of specialised PR technologies designed to ensure constructive dialogue between parties to a dispute (conflict) and key stakeholders, with the aim of:

• identifying and clarifying positions,
• facilitating effective dispute resolution,
• harmonising stakeholder interests,
• minimising reputational risks, and
• maximising business value for all parties involved.

Business & Legal Media

• PRIME Business News Agency / “Moving Forward — Period.” Senior Executives on the Current Business Environment - https://projects.1prime.ru/vpered/evgeniy_kovalev/
• Vedomosti (April 27, 2022) - “Survive and Preserve: Why the Survival of a Law Firm and Its Client Has Become a Shared Task”
• RG.ru / IPQuorum (August 10, 2022) - “Why Law Firms Need Determination, Discipline and a ‘Diet’”
• E-xecutive (August 25, 2022) - “Legal Business in Times of Turbulence: What Are the Key Metrics of Success?”

Professional Journals & Industry Publications

• Soft Law Almanac, Vol. 2, Summer 2024, Part 1, pp. 224–226 Interview: “The Engine of Progress”
• Soft Law Almanac, Vol. 2, Summer 2024, Part 2, pp. 252–259. Article: “Science and Life” - Co-authors: Evgenii Kovalev, Elena Kozhevnikova
• Russian Advocate, No. 2, Summer 2023, p. 54 - “Legal PR Awards: The First Public Relations Award in the Legal Market”
• Russian Advocate, No. 1, Spring 2023, pp. 59–63 / “A Unit of Special Value: Strategic Business Units vs. the Corporate Center”
• Russian Business Guide, May 2023, pp. 22–25 / “Finding the Ideal Balance Between a Professional Identity and the Corporate Brand of a Law Firm”
• The Lawyer, Issue No. 13–14, Spring–Summer 2023: “White Swans: Women Marketing Leaders in the Legal Market”, pp. 167–179 (Interview with A. Tumasova and E. Kozhevnikova) “Let’s Talk About the Personal… (Brand)”, pp. 180–182
• Bulletin of the Nizhny Novgorod Bar Association — “Nizhny Novgorod Lawyer”, No. 10 (250), October 2023, pp. 17–19 / Report on the session “Legal Services Marketing for Regional Players”

Academic & Conference Publications

• XXI International Conference of Heads of Advertising, Public Relations and Related Departments / (AKAR), 2017 / Paper: “Reviving Faded Stars: How to Rediscover Happiness with Forgotten Brands”
• Almanac of the Russian School of Public Relations / “Co-Branding: Broad Applications for Commercial and Non-Profit Projects. / Is Co-Branding a Formula for Success or Failure?”
• XVI All-Russian Conference of Heads of Advertising, Public Relations and Related Departments, / April 2014 / Paper: “The Corporate PR Department: Design and Management”

Earlier Professional Publications

• Press-Sluzhba Magazine, No. 12, 2014 / “Intercepting Market Initiative”
• Press-Sluzhba Magazine, No. 7, 2014 / “Rejuvenating the Corporate Brand”
• Media News, December 2012 / “Prospects for the PR Industry in 2013”
• General Director: Effective Company Management, July 2012 / “How to Build a PR Department from Scratch”
• Commercial Director, No. 03, 2011 / “How Advertising Works in Print Media”
• Legal Business, July 2010 / “M&A Among Equals: New Challenges, Broad Opportunities, Significant Risks”
• Legal Business, No. 4, 2010 / “Consumer Behaviour and the Consultant’s Hidden Reserves”

2026:

• EFEA 2026 | XV Eurasian Event Forum — Speaker
• Spring Marketing Forum 2026 — Confirmed / Announced Participant

2025:

• IV Legal Business Forum: Leaders and the New Reality — Organizer
• II Baikal Legal Forum — Moderator and Organizer of Legal Debates and Marketing Session
• IV Kazan International Legal Forum — Moderator and Organizer of Marketing Session
• III Conference “Legal Marketing in Saint Petersburg” — Organizer
• “Lawyer’s Code” — Legal Services Sales Training — Arbitrator
• Marketing Legal Forum | Genesis 2025 — Speaker
• II Izhevsk Legal Forum — Co-Moderator
• LEGAL MEET UP 2025, Nizhny Novgorod — Speaker
• Round Table “At the Center of Key Events: The Role and Power of Event Marketing in Legal Business”
• (HSE University, RASO, Legalbusinessforum, LINK) — Organizer
• XV Legal Week in Tyumen — Moderator and Organizer of Marketing & PR Session
• Spring Marketing Forum 2025 — Speaker
• III Conference “Business Square of Modern Consulting and Legal Departments” — Organizer
• I Conference “Pharma & Law: Pathways to Sustainable Development” — Organizer

2024:

• XXVIII Annual Communications Forum “PR Days 2024” — Speaker (Opening & Plenary Sessions)
• I Baikal Legal Forum — Moderator and Organizer of Marketing Session
• III Kazan International Legal Forum — Moderator and Organizer of Marketing Session
• III Legal Business Forum: Leaders and the New Reality. Digital Transformation of Economy and Law
• (Legalbusinessforum) — Organizer
• HSE University — Speaker: “Marketing Through the Hands of Partners and Lawyers: How to Manage Everything?”
• Baltic Legal Masters Forum 2024 — Moderator of Marketing Session
• V Kuban Legal Forum — Moderator and Organizer of Marketing Session
• II Conference “Legal Marketing in Saint Petersburg” — Organizer
• Business Square of Modern Consulting: Models, Tenders, Rankings, Digital Technologies — Organizer
• Legal Management & Consulting 2024, HSE University — Speaker

2023:

• II Legal Business Forum: Leaders and the New Reality — Organizer
• “Time Without the First”, RASO at Tinkoff Media House, within SPIEF 2023 — Speaker
• Legal Market Rankings: Anticipating Success — Organizer
• Legal Marketing in Saint Petersburg — Organizer
• St. Petersburg Legal Summit 2023 (ACTION) — Speaker
• II Kazan International Legal Forum — Moderator and Organizer of Marketing Session
• II Nizhny Novgorod Bar Forum — Speaker
• Business Protection, Chelyabinsk — Moderator of Corporate–Law Firm Interaction Session
• Marketing & Sales Management in Russia 2023 — Speaker
• Moscow Chamber of Commerce and Industry (MCCI) Round Tables on Legal PR — Co-Organizer and Co-Moderator

2022:

• Legal Business Forum: Leaders and the New Reality 2022 — Organizer
• Vedomosti Legal Forum of Russia 2022 — Marketing Management and Law Firm Strategies
• “Legal Tuesdays: Law Firm Marketing”, RSPP (online) — Speaker

2021:

• Vedomosti Legal Forum of Russia 2021 — Law Firm Branding
• RASO Satellite Event within “PR Days 2021”
• Far Eastern Legal Forum
• Legal Masters Forum
• Business. Law
• Mediterranean Legal Forum
• Legal Week in Tyumen

2020:

• Siblegalweek;
• Law Firm Marketing 10.0, Pravo.ru.

2019:

• Law Firm Marketing 7.0, Pravo.ru
• All-Russian Conference of Heads of Advertising, Marketing and PR Departments (AKAR)

2018:

• Law Firm Marketing 6.0, Pravo.ru
• LegalMarketingClub Events

2017:

• LegalMarketingClub Events

2012-2017:

• All-Russian Conference of Heads of Advertising, Marketing and PR Departments (AKAR)

2010:

• Legal Services Market: Current Trends, Vedomosti
• Legal Forum of Russia, Vedomosti

Forums & Conferences

• Legal Business Forum: Leaders and the New Reality
• Business Square of Modern Consulting: models, tenders, rankings and digital technologies
• Legal Market Rankings: Anticipating Success
• Legal Marketing in Saint Petersburg

Rankings & Analytical Projects

• The First Ranking of Professional Communities of the Legal Market
• Ranking of the Best Professional Legal Events of the Year (Saint Petersburg)
• “Media Energy” Ranking of Legal Companies
• “Media Energy” Ranking of Participants of the “Support Point” Registry

Awards & Competitions

• Legal PR Awards “Boiling Point”
• “Litigation Leadership” Competition
• “Reference Point” Student Competition

Professional Registries & Communities“Support Point” — a professional registry of legal and audit/consulting market specialists in marketing, business development, advertising and public relations
Research & Knowledge Platforms

• RASO Committee Research Project “Legal Market Satellite”
• Practice-Oriented Review Sessions of the RASO Committee
• RASO Committee Business Readings

Digital & Media Projects

• Legal HR & Branding — Telegram channel focused on employer branding in the legal and consulting markets