The network, the fifth largest in the world in terms of income, will drop local member firm suffixes, such as BDO Stoy Hayward in the UK, by January 2010.
New graphics and imagery will be rolled out to accompany the name change as well as a fresh brand proposition – “what matters to you, matters to us” – to convey the firm’s proximity to clients.
Julia Henniker-Heaton, director of brand and marketing at BDO, says the changes aim to build global recognition of BDO as an integrated global service.
“It confirms our position as a competitor to not only the largest, but all other businesses operating in our market,” she says.
Individual countries will be given the flexibility to adapt the brand strategy into local bespoke marketing campaigns.
In the UK, BDO marketing is led by marketing partner Allan Evans, who is responsible for about 75 staff across the country.
Communications consultancy Greentarget designed the imagery and graphics, while brand and marketing company Fairley & Associates worked on the brand strategy.
BDO lies behind Pricewaterhouse- Coopers, Deloitte, Ernst & Young and KPMG in terms of income. The firm mainly services FTSE 250 companies.
BDO’s brand refresh follows the roll-out of Deloitte’s first global marketing concept last month. The concept can be adapted for bespoke campaigns across the 142 countries the firm operates in.