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BDO and agencies nominated for rebranding award
February 2010 – BDO, Greentarget and Fairley & Associates have been nominated across four categories at Transform 2011 for their repositioning of BDO, the world’s fifth largest accountancy network. The awards, organised by branding and communications magazine Communicate, are the only awards in Europe focused on excellence in rebranding and brand transformation, and are judged by a panel of expert practitioners and academics.
The BDO repositioning has been shortlisted in the following categories: best brand evolution, best corporate rebrand to reflect changed mission/values/positioning, best implementation of a rebrand and best internal communication of a rebrand.
The rebrand was commissioned to signal the network’s move to a single global trading name, with capabilities as one network to deliver consistent methodology, services and specialists worldwide. The project demanded a full refresh of its visual identity by Greentarget and a comprehensive brand, engagement and implementation strategy led by BDO and Fairley & Associates. The collaboration has resulted in a strengthened and unified brand, spanning BDO’s presence in over 100 countries.
Julia Henniker-Heaton, Director, Brand and Marketing at BDO said, “Working with Fairley & Associates and Greentarget enabled us to construct a project team that effectively acted as our internal support, as their fully reactive approach efficiently augmented our in-house resources. The resulting collaborative and integrated team ensured engagement from internal stakeholders throughout the process and we successfully refreshed our brand from within.”
Simon Case, Creative Director of Greentarget said, “Not only is this high praise for our work, but it’s also a vindication of the unique process we adopt to involve our clients in the development of their brands.”
Rachel Fairley, Managing Director of Fairley & Associates added “It is brilliant news that our strategic, pragmatic approach and virtual team philosophy has been recognised by such a panel of experts.”
The winners will be announced in a ceremony on April 7.
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