The Bar Council chairman-elect on a new campaign promoting London as a world leader in dispute resolution

The Bar Council recently joined with the Law Society and financial services industry promotional body TheCityUK to launch Unlocking Disputes, a new campaign to promote London as the world's leading centre of excellence for dispute resolution. As the Rolls Building, London's brand new court complex specialising in financial, business and property litigation, prepares to formally open its doors, the opportunity has arisen for the legal profession to reiterate to a global audience the quality and value of its work.

Marketing campaigns come and go, but there are some unique features to this one which make it different and more than simply a sales drive.

The backdrop, characterised most obviously by the state of public finances, is well known, as is the slump of the financial services sector. The Government's commitment to growth and economic recovery is the basis upon which the Coalition was formed, and it is likely to keep it in place for a full Parliamentary term. Indeed, the Ministry of Justice's International Action Plan, published earlier this year, brings the Government's growth agenda squarely into the legal market. Banker bashing is a prevalent theme, amid an unfortunate culture of doing ourselves down. The rhetoric is painting a misleading and unhelpful picture, which risks undermining the strides towards recovery. The reality is different.

Lessons need to be learned from the financial crisis. Reforms and a fresh look at the regulatory environment are undoubtedly required. That process will not happen overnight. However, there is something missing from this narrative. The UK, and London in particular, can boast a magnificent and world-leading professional services sector. It has continued to thrive through the downturn. We lead the world at unlocking disputes, whether by litigation, arbitration or mediation – and yet nobody seems to talk about it. That needs to change.

The legal sector can be particularly proud. It continues to post impressive profits and can point to a healthy contribution to gross domestic product with both imports and exports boosting our economy. It is a genuinely good news story. The excellent new Rolls Building, many years in the making, will only serve to enhance the legal sector's financial contribution and increase the considerable invisible earnings. It is a perfect example of the possibilities which present themselves when we invest in our justice system for the future.

Unlocking Disputes brings together a host of Specialist Bar Associations, sets of chambers and law firms and is supported by the judiciary, Government, the City of London and UK Trade & Investment. We share a collective understanding that, as other jurisdictions seek to attract the world's business, we must not be left behind. In this highly competitive market, there is no room for complacency. We offer the highest quality services, supported by an established and outstanding financial and professional services infrastructure. We can boast a system of dispute resolution that is cost-effective and fast. These are the things on which our clients depend.

It is extremely heartening to see the way those in the legal profession have come together to promote not just the quality of our work and advice but, more importantly, the value of English law. It is one of our core exports and reflects our values as well as our skills.

But we have more to do. When I addressed a session on commercial advocacy at the International Bar Association's Annual Conference in Dubai recently, the esteem in which the English legal profession is held was clear. But the message I hear consistently is that clients require quality, cost-effectiveness and speed, however they choose to resolve their disputes. We already have a very strong track record, but there are further steps we can take to improve the way we handle disputes. Adapting to suit the needs of our clients is nothing new to the Bar, but it is a continuous process.

I am committed to ensuring that the Bar works closely with the judiciary and other legal professionals to examine this issue more closely and I will be establishing a working group early in the New Year to draw up proposals for further modernisation.

Unlocking Disputes has arrived at a perfect time. The opportunities and challenges created by the global financial crisis can be navigated with the expert support which specialist lawyers can provide. We are providing a relevant and important service. It is an exciting campaign which we should all be eager to get behind.

Michael Todd QC (pictured) is the chairman-elect of the Bar Council.

• See All Rolled Together for more on the Rolls Building