Crowe Horwath International rebrands in 25 countries across Asia Pacific

29 May 2018 Authored by Consultancy.asia

Crowe Horwarth International, the eighth largest accounting network in the world, has rebranded its 220-plus member firms globally, including those in its 25 countries of operation across the Asia Pacific.

Following last month’s appointment of ex-EY and KPMG senior leader and partner David Mellor as its new global CEO – now at the helm of a more than 35,000-strong work-force – the eighth largest global accounting network Crowe Horwarth International has announced a rebrand of its operations in 120 countries – including its 25 country locations across the Asia Pacific.

Member firms of the Crowe Horwarth International network will now operate under the unified name of Crowe Global, a reflection of the firm’s increasingly integrated global network. With a long history of cross-border activities in the accounting, audit, tax and advisory domains (the network kicking off in 1960 after the firm was established in 1915), the firm says the fresh identity will all also help to promote the network’s shared knowledge and global resources in response to changing client needs – such as those brought about by increasing digitalisation.Crowe Horwath International rebrands in 25 countries across Asia PacificMellor, who has been at Crowe Horwarth International since 2006 and was elected to the CEO position last year to succeed the outgoing Kevin McGrath – the former CEO retiring after over 40 years with the firm – said of the effort to bring the international network under a single banner; “Our members are consistently recognised for their market-leading expertise and I am proud to say 2017 was no exception. Crowe will thrive in a rapidly changing world through our clear strategic vision, new common brand and the commitment of our members.

He continued; "We distinguish ourselves by bringing smart decisions that deliver lasting value to clients, talent, and the communities where we live and work. The rebrand provides the perfect platform for our trusted professionals to continue to share knowledge and resources which are of great benefit to the boardroom and in the countries and markets that we service.”

The unified branding exercise for the network follows on from the previous shift from its Horwath International moniker in 2009, and will apply to its member firms across Asia, including the network’s far-flung locations from Mongolia to the Maldives to Nepal.

The firm's primary business and financial hubs of the continent will remain in Singapore, where it was awarded Best Audit Firm by The Accounting and Corporate Regulatory Authority of the Singapore Government, and; its regional headquarters in KL – where the firm is ranked as the fifth largest in the country.

The Chinese arm of the network features over thirty office branches alone, while globally, the 221-strong network raked in combined revenues in excess of $3.8 billion in 2017. 

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