Collins Barrow rebrands as Baker Tilly Canada

21 January 2019 Consulting.ca

Accounting and consulting network Collins Barrow has rebranded as Baker Tilly Canada. The rebranding was part of a unified marketing strategy initiated by Baker Tilly International, of which Collins Barrow is the Canadian representative.

Baker Tilly International is one of the largest accounting and consulting networks in the world. Together, the network’s 125 independent global firms generate revenues of US$3.4 billion and have 33,600 employees across 147 territories.

Until now, Baker Tilly International’s member firms retained their original names (e.g. Collins Barrow) despite being part of the international network, muddying brand cohesion. In December of last year, Baker Tilly International launched a global brand unification strategy, along with a refreshed brand/logo. As part of the effort, the differently named member firms of the network would unify under the trade name of Baker Tilly by January of 2019.

The bird in the old Baker Tilly logo is gone, replaced by a stylized representation of the rings of a tree, probably symbolic of growth. The formerly all-uppercase letters have been replaced by a more approachable lowercase. The rebrand also includes a new tagline: “Now, for tomorrow.”

Collins Barrow rebrands as Baker Tilly Canada

“In a rapidly changing and complex financial environment, nationally and globally, our independent network is agile and evolving,” commented national chair of Baker Tilly Canada Grant Galbraith. “Our new name, identity and vision reflect our true dedication to seizing tomorrow’s opportunities, today.”

Now, Collins Barrow National Cooperative Incorporated has taken on the name and visual brand of Baker Tilly Canada. The firm is the largest group of independent chartered accounting firms in the country. As such, each of the 20 constituent firms retain autonomous ownership and management, while also investing in national initiatives and representation.

The typical model (i.e. for Grant Thorton, Deloitte, etc.) is for the country firm to be independent (Deloitte Canada), but for its various offices to be owned and operated by the country firm. That country firm is then a part of the international network (i.e. Deloitte Canada, Deloitte US, Deloitte UK are all independent entities that are a part of the international Deloitte network). Strategy firms and smaller non-accounting-focused consultancies are usually just one big firm throughout their global footprint (e.g. McKinsey, Bain).

The rebranded Baker Tilly Canada has been the Canadian representative of Baker Tilly International since 2009. The refreshed branding will not affect Baker Tilly Canada’s autonomous ownership structure.

“The new Baker Tilly brand is a symbol of our capacity to adapt to the ever-changing needs of clients around the world. We invest in great relationships and conversations to achieve great futures,” said Ted Verkade, CEO of Baker Tilly International. “By embracing the opportunities and challenges of tomorrow, in the present, Baker Tilly Canada is creating a catalyst for innovation, growth and client success.”

Related: Collins Barrow Vancouver merges with two accounting firms


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