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September 29, 2009

BDO firms to adopt single brand

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.

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