Moore Kingston Smith to rebrand as Auren next year

Moore Kingston Smith (MKS) has unveiled plans to rebrand as Auren, a professional services group, next year.

In a statement, the company said the rebranding will bring companies from six European markets together under a shared identity that they will develop collectively.

The companies are already members of the same legal group and have worked together for several years. Nearly all are also part of the Moore Global network, where they collaborate on client work, quality standards and thought leadership.

The move seeks to “strengthen” MKS’ local market position and add “greater cross-border capability” for its clients, the statement added.

The transition to the Auren brand is scheduled for March 2027.

The new structure will bring together businesses in Belgium, Germany, Ireland, the Netherlands, Spain and the UK to establish a professional services group focused on small and medium-sized enterprises and mid-market businesses across Europe.

It will also work collaboratively on AI-driven innovation and specialist expertise to provide clients with broader cross-border services and more coordinated support across multiple markets.

For media businesses, the wider group will complement MKS’ specialist media team, which works across marketing services, TV and film, theatre, actors and entertainers, and video gaming.

MKS managing partner Matt Meadows said: “Over recent years we have invested heavily in our capabilities, expanded our reach, developed close relationships and shared clients with like-minded firms.

“As those relationships have grown, it became clear that we will achieve more together than we could individually. Auren reflects that belief, bringing leading firms under one shared identity shaped around our clients, culture and strategy.

“For clients, this means stronger international connections when needed, and enhanced capability across key markets, while continuing to work with the trusted teams and advisers they know.

“For our people, it creates exciting new opportunities to collaborate, develop and grow as part of a broader international platform.”

MKS will retain its local presence, leadership and client relationships, and will continue to be a member of the Moore UK and Moore Global networks.