BDO International firms in 110 countries
will adopt the global trading name ‘BDO’ in what is a major
branding makeover for the mid-tier network.

Approximately 20 percent of the BDO network
will make the change on 1 October while the remainder will complete
the transition to a single global trading name by 1 January
2010.

BDO is also entering into
arrangements to enable all member firms to utilise common IT
software, which it says will facilitate the deployment of
network-wide tools and applications. BDO says this will benefit
clients as it will enable easier document and knowledge
sharing.

The network will be introducing a new audit
methodology and a new audit process tool to facilitate the
“consistent delivery of high quality, effective and efficient
audits, fully compliant with the International Standards on
Auditing (ISAs)”.

BDO International chief executive Jeremy
Newman said the branding change is the culmination of many years of
strategic and operational investment and engagement.

“It demonstrates our member firms’ commitment
to provide a seamless, integrated service delivering the highest
quality advice to all our clients across the world,” Newman said.
“It confirms our position as a competitor to not only the largest,
but all other businesses operating in our marketplace”.

“Our clients expect the best possible
professional advice and the highest quality service and the
transition to a single global trading name underlines our
commitment to deliver this to our clients nationally and
internationally,” Newman said.

The branding development was supported by
Fairley & Associates (strategy, communications and
implementation), Greentarget (visual identity) and Comrads (digital
brand centre).

The combined fee income of BDO member firms
was $5.14 billion in 2008. The network has 44,000 staff in 110
countries.

Earlier this year, a Miami judge ruled the BDO
International’s administration office could not be held liable for
litigation against its US member firm; a welcome boost for the
network model.