Marks Paneth rebrands itself in new campaign

Marks Paneth LLP, a Top 100 Firm based in New York, has rebranded with a new marketing and advertising campaign using the slogan, “Success Is Personal.”

According to the firm, the rebranding wasn’t done for the usual reasons, such as updating its logo, merging in a new firm’s brand, or refreshing its ads, but instead out of a desire to “redefine” its brand for the marketplace and employees after more than 100 years of organic growth, merged-in firms and other changes.

Marks Paneth’s new brand isn’t just for marketing purposes, according to its spokespeople, but also for connecting cultures across the firm’s offices and supporting employee recruitment and retention initiatives. The advertising campaign itself departs from the typical approach of promoting the firm and its services, and instead focuses on the client’s thoughts and needs.

Marks Paneth employees in New York assembled for a photo when the firm launched its "Success is Personal" branding campaign.

Marks Paneth believes the rebranding and its impact could be of value for other CPA firms to consider, especially due to the frequency of mergers and the significant shift toward advisory services in the accounting profession.

“Just as our firm has grown and changed over its more than 100-year history, so have our clients’ needs and their desire for advisors who can guide them through complex changes,” said Marks Paneth managing partner Harry Moehringer in a statement. “The redefined brand demonstrates the significant role we play in helping our clients, employees and business partners reach their individual success.”

The firm is continuing to move more toward an advisory role for both business and individual clients, offering an increasing number of consulting services along with the traditional accounting, attest and tax offerings. Marks Paneth recently debuted a set of cybersecurity services to help clients prevent, detect and recover from digital attacks.

“We recognize that success varies among clients, based on their life and business stages,” said chief marketing officer Diane Paoletta. “This recognition was the basis for our new advertising campaign, Success is Personal, which is written from the client perspective and focuses on their needs above promotion of the firm itself. This unique approach, including limited copy and client personas, speaks to the heart of what we value most – the clients themselves.”

The new brand positioning will show up in Marks Paneth’s recruitment and employee retention initiatives, which target a diverse, multigenerational set of people, ranging from college interns to seasoned professionals, partners and principals. The firm’s work-life balance initiatives includes a progressive parental leave policy, Dress for Your Day option, Employee Advisory Committee and LEADS (Leadership, Empowerment, Advancement, Diversity, Success) women’s initiative.

The ad campaign is showing up on radio and commuter trains and in print and digital media. The new brand video and additional information on the campaign can be found at www.markspaneth.com/success.

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