Accountancy giant BDO starts rebrand of network

The entire BDO accountancy network is rebranding under the single trading name BDO from next year.

BDO: Will drop local suffixes
BDO: Will drop local suffixes

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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here