Moore Stephens and Andersen Tax rebrand
Two firm networks, Moore Stephens North America and Andersen Tax, are both shortening their names, adopting the brands Moore North America and Andersen, respectively.
The Moore Stephens transition is part of a larger rebrand of the Moore Stephens global accounting and consultancy network, of which Moore Stephens North America is a regional member. The new logo, visual identity and brand positioning mark the continuing changes happening in the Moore international network, which includes more than 260 independent firms in 112 countries and a client-focused professional community of more than 30,000 people.
“Our North American members have always exemplified the values of Moore Stephens, and this updated identity helps us better communicate those strengths,” said Moore North America CEO Tony Szczepaniak in a statement Monday. “We present our new brand position – “Helping you thrive in a changing world” – to our members and their clients to ensure we’re doing our best to help them succeed today and tomorrow. It’s more than a brand…it is our message to the world that we’re here and we care.”
Moore North America, or Moore NA for short, is one of eight regional members of Moore Global Network Limited, or MGNL.
“In our changing world, business is increasingly conducted internationally and digitally. Everyone must adapt,” stated Moore Global CEO, Anton Colella. “With our new brand, Moore, we choose a new identity fit for a world defined by global decision-making, data-driven insight and the need for agility in all that we do. The brand captures our ability to connect to you locally and globally as we help you realize your ambitions. That is why our brand position is ‘Helping you thrive in a changing world.’”
On a combined basis, MGNL member revenue exceeds $3 billion, making it the eleventh largest accounting network in the world.
Another growing network is Andersen Tax, founded by a group of former Arthur Andersen partners. The network has been expanding rapidly in recent years since CEO Mark Vorsatz renamed it from WTAS in 2014 (see WTAS revives Arthur Andersen name as Andersen Tax). Vorsatz and 22 other former Arthur Andersen partners formed WTAS (short for Wealth and Tax Advisory Services USA Inc.) in 2002 after the demise of the former Big Eight accounting firm following the Enron and WorldCom accounting scandals in the early 2000s. Vorsatz and his partners have made it a mission to revive the Andersen name and attract firms around the world to join their Andersen Global network, including tax firms and some law firms (see Andersen Tax eyes expansion into Asia, Australia).
Andersen Tax started as a tax-only firm focused on private clients, but today provides not only tax services but also valuation, transfer pricing and, internationally, integrated tax and legal services.
“When we adopted the name Andersen Tax in 2014, we made what many considered to be a very bold move, but we knew it was the name that best defined our culture of clients-first, stewardship, transparency and best-in-class solutions,” Vorsatz said in a statement last week. “Our move to the brand ‘Andersen’ is indicative of what we have been able to accomplish over the past five years — and we are just getting started. ‘Andersen’ best reflects our history, our values, and our vision for the future, and more fully encompasses all that our organization represents as well as our ability to serve clients seamlessly around the globe.”
The network has grown exponentially since it adopted the name Andersen Tax in 2014. At the time, it had the ability to handle client needs in 26 locations through the member firms of Andersen Global, the international association of member firms it founded. That has now grown to more than 57 countries and over 148 locations worldwide through the member and collaborating firms of Andersen Global. It now has more than 4,500 professionals worldwide and over 600 global partners.
In addition to offering tax services, the member and collaborating firms of Andersen Global also offer legal services in 49 countries internationally. The member firms will also rebrand as Andersen in the coming years, according to Vorsatz, with the ultimate goal of having a single global brand. “We all share the same values and vision and it is only fitting that this is also reflected in our name,” said Vorsatz.