Crowe Horwath International rebrands its 220 member firms as Crowe
Crowe Horwath International has moved to unify its global member firms behind a single brand. The news will see the network of more than 200 firms adopt the new identity of Crowe Global.
A harmonisation of branding and corporate structure has seen a number of consulting firms move to consolidate their global networks in recent years. Key examples of this include the ‘one firm’ strategy of OC&C, bringing its network members in France, Germany and other European locales under a single centralised entity, and closer to home, the ‘acquisition’ of RSM McClure Watters – the Northern Irish counterpart of RSM UK – by its parent firm.
Now Crowe Horwath International, the eighth largest global accounting and professional services network, has announced that its 220+ member firms will rebrand under a unified brand. The rebrand will see all member firms adopt the name Crowe Global, reflecting the integrated nature of the network, along with what Crowe says are its increasingly tightly shared values and core purpose. Crowe Horwath International will rename to Crowe Global.
For a century, Crowe Horwath International has been working with a multinational client base across borders. The network currently boasts a total global workforce of 36,540 professionals, with a combined revenue in 2017 of $3.8 billion. As the network vies to maintain its historic identity, while preparing for further growth in the future, the move is aimed at promoting the network’s shared knowledge and global resources, as client needs evolve to require assistance in digitalisation and the constant state of flux that the world of geopolitics has currently placed international business in.
The change of brand follows shortly after the appointment of a new Global CEO, in the shape of David Mellor, who took office at the beginning of April, 2018. Commenting on the new branding, David Mellor said, “Our members are consistently recognized for their market-leading expertise and I am proud to say 2017 was no exception. Crowe will thrive in a rapidly changing world through our clear strategic vision, new common brand and the commitment of our members.”
Mellor added, “We distinguish ourselves by bringing smart decisions that deliver lasting value to clients, talent, and the communities where we live and work. The rebrand provides the perfect platform for our trusted professionals to continue to share knowledge and resources which are of great benefit to the boardroom and in the countries and markets that we service. In future, when you see the Crowe brand name, you can be reassured of the first class quality service that our people deliver on behalf of our clients.”
The firm last rebranded some nine years previously – after the merger of its two identities. In the US market the consultancy was known as Crowe Horwath, while globally the network was branded simply as Horwath International. The duo became Crowe Horwath International, with the US name chosen to lead due to its notoriety among American clients – with the US consulting market being the largest in the world.
