McGladrey LLP has changed its name to RSM US LLP and launched a national advertising campaign to promote the new brand.
McGladrey announced the rebranding plan in June as a way to emphasize the RSM International network of accounting firms in which it belongs (see McGladrey to Rebrand as RSM). The new name and brand launched on Monday, bringing together RSM firms from more than 110 countries in the RSM International network under a common brand. The firm also issued the first global edition of its publication The Real Economy and launched its national advertising campaign Monday to reach out to middle-market business clients.
“Since we helped found the RSM International network more than 50 years ago, our firm has been dedicated to taking the middle market to the global market,” said RSM US LLP managing partner and CEO Joe Adams in a statement. “As middle-market companies increase their participation in the global economy, they are challenged by the ever-changing regulatory and business landscape. For decades our firm has combined an understanding of our clients’ unique challenges and aspirations with our knowledge of the global business environment to help leaders move forward with confidence. The RSM brand brings this enduring commitment to life in a real and tangible way.”
“Over the years, our firm has evolved with our clients, developing a strong suite of services to support their expansion into the global market,” Adams added. “Unifying under the RSM brand will better enable current and potential clients of RSM International firms around the world to more clearly see the strength and broad reach of global services offered.”
As part of the rebrand, RSM is launching The Global Real Economy, a semi-annual global edition of its publication, The Real Economy. Led by RSM US LLP chief economist Joe Brusuelas and other RSM leaders from around the world, the reports address a variety of international issues relevant to middle-market businesses around the world. The initiative is part of a larger effort by RSM to provide insights and analysis to middle-market companies about relevant issues.
RSM is also launching an adv campaign in the U.S. as part of the rebrand entitled, “The Gauntlet,” with TV commercials airing on Headline News, CNN, Bloomberg TV and The Golf Channel. Developed by Charlotte-based Luquire George Andrews, the campaign includes online, digital and traditional media components in publications read by middle-market business leaders. The premise focuses on a middle-market leader running a real-life gauntlet, meant to symbolize the challenges RSM can help clients overcome as they grow and expand globally.
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