LMA 40th Anniversary Member Spotlight Series: Arthur Uratani

As part of our celebration of LMA’s 40th anniversary, we’re shining a light on the members who make our community so vibrant. In this special Q&A, we sit down with Arthur Uratani, director of marketing and outreach at Bookoff McAndrews, to learn about his background in legal marketing, how the LMA community has influenced his career and his perspective on the future of our profession.

Tell us about your career — how did you become a legal marketing professional?

Arthur Uratani (AU): I had dreams of becoming a lawyer, but got some exposure to marketing and loved it — exercising my creativity, exploring my artistic sensibilities and mastering my communication skills are things I look forward to every day! As my former negotiations’ professor, Chris Voss, always says, “don’t be so sure of what you want that you wouldn’t take something better instead.”

How has being part of the LMA community influenced your professional journey?

AU: Being a part of the LMA community has helped me so much. First, I’ve made so many friends from being a part of this group. Second, just being in the orbit of motivated and inspiring individuals motivates me to improve my skills. Third, the connections I’ve made have led me to different opportunities — career, growth, work and personal.

As LMA celebrates 40 years, what role do you think the organization has played in shaping the profession?

AU: LMA is at the forefront of how the legal marketing industry is shaped. If you want to set trends, share ideas and learn from the best, this is the place to do it. Look at who has been and who is currently in charge of all our legal marketing departments now — almost all folks who have been involved in this organization. That says a lot.

This month’s editorial theme is client services. How does it connect to your work or perspective on the profession?

AU: I love talking about client services. From how to improve effective communication to fostering and growing deeper relationships with others, this is something I talk with my attorneys about all the time. For example, the saying “the energy you put out into the world is the energy you get back.” If you can demonstrate that you’re interested and passionate in the work that you do, your clients will feed off that energy (and love working with you more because of it).

What do you see as the biggest opportunities and challenges for legal marketers in the years ahead?

AU: I know a lot of people will say AI, but I’m going to go in a different direction. I say that one of the biggest opportunities and challenges for legal marketers in the years ahead and for perpetuity is fostering meaningful relationships with others. As work becomes increasingly more remote and certain tasks are replaced by technology, personal connections become more important than ever. One quick tip is to take your conversations off autopilot. No more, “Hi, how are you?” … “Good, how are you?” … “Good” … ugh. Ask more interesting questions and give more interesting answers. Take advantage of the opportunities you have to connect more deeply with others.

What advice would you share with the next generation of legal marketing professionals?

AU: My advice would be to develop your communications and public speaking skills. As one of my role models, Vinh Giang says, “If your understanding of a subject is a 10/10, but your ability to communicate that is a 3/10, how do you think most people will view you?” Probably closer to 3/10. I have seen some smart people miss out on opportunities because they cannot communicate their value. Don’t let that be you.

Celebrating 40 Years of Legal Marketing Excellence The content in this feature correlates with LMA's 40th anniversary celebration. Be part of the momentum as we mark four decades of innovation, leadership and community. Explore the stories that shaped our past — and the vision driving our future. Join the celebration.