From Service to Strategy: Redefining Client Experience in Law Firms

With nearly 15 years of experience in the professional services sector, Barbara Koenen-Geerdink is a highly passionate, ambitious, and driven professional who consistently seeks strategic and innovative solutions to drive business growth. A proven leader of award-winning marketing and business development teams, Barbara thrives on supporting individuals to succeed, ensuring that business objectives are consistently met—and often exceeded. Known for her strategic mindset, she excels at transforming ideas into impactful initiatives that align with a firm’s overarching goals and strategy.

Dedicated to making a meaningful contribution to the industry, Barbara is the author of the business book Beyond Billable Hours and the creator of an e-learning platform for fee earners in professional services: beyondbillablehours.com

Believing strongly in the power of collaboration, Barbara embraces the idea that greater achievements are possible when people work together toward a shared purpose.

Anna first started her career in the advertising industry, at Saatchi & Saatchi and AMV BBDO, developing marketing campaigns for global brand clients including Toyota, Gillette, Pepsico and Danone. In 2016 she made a move into the legal world joining leading law firm, Mishcon de Reya as Head of Business Development and later as their Head of Client Service. She joined Fladgate in May 2025 as Client Service Director where she works with legal teams to strengthen client experience, develop a better understanding of clients’ needs and build deeper client relationships.

Having studied law, Laura Masters was always drawn to a career in the legal profession—but it was the business side of law that truly sparked her passion. In her current role, she works at the intersection of legal services and client development, focusing on deepening client engagement, building trusted relationships, and driving innovation in how legal services are delivered. She believes that clients should be at the heart of everything a law firm does and is passionate about shaping more responsive, relationship-focused experiences across the legal sector.

Simon Agar is a seasoned legal business development expert with over 20 years of international leadership experience in the legal industry. He has worked across multiple jurisdictions, helping law firms strengthen their global strategies, deepen key client relationships, and build high-performing business development functions.

Simon's specialties include international strategy, relationship management—particularly within law firm networks and cross-border client engagements—business planning, marketing and communications, and team leadership. Known for his strategic insight and collaborative approach, Simon is passionate about driving sustainable growth through strong relationships, thoughtful planning, and clear communication.