Global professional services firm Mazars refreshes its brand
Mazars has looked to refresh its international image with the roll out of a new identity across the 90 countries it operates in. 2020 has been difficult for the professional services industry, but Mazars says its new branding reflects its desire to bring choice and a different perspective to the audit, tax and advisory market going forward.
Cécile Kossoff, the Chief Brand, Marketing and Communications Officer at Mazars who led the global rebranding initiative, commented, “This new identity is built on the firm’s DNA, reinforcing… how we work and what makes us different.”
“It reflects our heritage and integrated approach, combining a true international reach with deep local roots; our sense of responsibility to the industry; the long-standing technical expertise and quality we offer; the focus and mutual respect we have for our clients, the unique human touch they value, the confidence and reassurance that we bring to them; and our commitment to do the right thing.”
Leading into 2020, Mazars had been one of the mid-tier firms looking to eat into the Big Four’s audit market share. While audit represents nearly 50% of its activity, however, Mazars has also developed its range of services in tax, legal, consulting and financial advisory, aiming to offer diverse services to companies across the industrial gamut.
On top of this expansion, the rebrand is also aimed at recognising Mazars’ evolution into an international group, now present in over 90 countries and territories, with nearly 25,000 colleagues around the world.
Hervé Hélias, CEO & Chairman of Mazars Group remarked, “It reflects who we are today and confirms our aspirations for the type of firm we want to be in the future. We are one connected team around the world, with the scale to serve large international clients and the agility to be creative and personal in our approach. In each country we operate, our teams combine cultural understanding with global perspective, offering clients of all shapes and sizes a true partnership, one that gives them confidence in their business and helps them achieve their ambitions.”
Mazars is launching the rebrand having reported balanced growth and successful expansion for the 2018/19 financial year, with global revenues of €1.8 billion rising 10.4% on the previous period.
2020 has presented challenges to the firm’s momentum, however. In the UK the firm furloughed 200 staff and announced Partners’ pay would be cut by a quarter, the same rate Irish Partners received in a bid to maintain graduate hiring commitments during the Covid-19 pandemic. In the US meanwhile, as well as a 5-10% pay cut, About 85 people, or 10% of the workforce, were laid off.
As Mazars looks to recover alongside the rest of the consulting industry – which has seen a major dip in revenues since the start of the crisis – the new identity signifies the hope of a new chapter of growth in the firm’s history. The firm continues to invest in audit – expertise, technology, quality control – and to actively shape the debate for enabling a healthy and sustainable audit industry, on both a global and local basis.
Phil Verity, Senior Partner of Mazars in the UK, added, “I am extremely proud of our new brand. Mazars serves clients of all shapes and sizes, and our new brand identity captures our ability to bring both a personal, local touch and the scale of our international firm.”
