Repositioning on the global stage

Mazars

Over the prior decade, Mazars—the audit, tax and advisory firm—had doubled in size to become an international organisation present in over 90 countries and territories.

Challenge

Over the prior decade, Mazars—the audit, tax and advisory firm—had doubled in size to become an international organisation present in over 90 countries and territories.

Mazars was well respected and perceived positively across the world, but its brand and reputation were often unique in different localities.

The diversity of their offerings, clients and talent had flourished, while society’s expectations of business had evolved. These changes brought new challenges and opportunities for Mazars and their clients.

As a result, Mazars felt it was the right time to reflect these changes and rearticulate the promise that they made to their people, clients and society.

Approach

We began our journey with extensive research to identify the firm’s strengths and challenges and the implications of those for the brand we were to build.

Working closely with the board and an extensive task force, we created Mazars’ new brand strategy—testing it internally and externally—and then took it into expression:

• Defining a new go-to-market architecture
• Developing a messaging strategy, internal/external comms toolkits and advertising campaign for launch
• Redesigning their logo, visual identity, websites and other material.

Outcome

The new brand launched in October 2020 with a day of global, live events attended by over 16,000 employees.

A simultaneous, external launch across 90+ markets included:

• Global brand campaign
• 100+ websites and blogs launched in the new brand identity
• Interviews and coverage in major business publications worldwide The launch garnered strong coverage and positive reaction across the industry, including from competitors.

“Our partnership with Edelman Delta is outstanding. I have such immense trust and respect for the team. I cannot go anywhere without someone congratulating us. Thank you for making this such a truly impactful journey.”

Cécile Kossoff – Chief Marketing Officer

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