RSM Capto becomes ‘RSM’ as RSM International network adopts a single global brand name for all member firms

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The FINANCIAL — RSM Capto will be rebranding to ‘RSM’ following the global announcement by its international network, RSM International that is adopting single global brand. RSM International, the world’s seventh largest audit, tax and consulting network, is adopting ‘RSM’ as its global brand name across all of its member firms worldwide.

RSM Capto Is the seventh largest provider of audit, tax and consulting services in Georgia with six offices and about 70 employees in Georgia and has been a member of the RSM International network for 4 years. 

The adoption of a unified brand reinforces the global network’s position as the adviser of choice to entrepreneurial, growth-focused organisations.

Jean Stephens, CEO of RSM International, said: “Our clients are becoming ever more global as they seize new opportunities for growth. Leaders of entrepreneurial, growing organisations want advisers that take the time to really understand and care about their business and its drivers, both locally and globally. They want the highest level of service, a trusted relationship and ideas and insight that will really add value to their business. This is what we have been providing to clients for more than 50 years and we see huge opportunity for the development of our client offering and cross-border growth through moving to RSM as our one global brand.”

As a part of RSM’s client-focused strategy to be the adviser of choice to entrepreneurial, growth-focused organisations, the network commissioned a leading independent research firm to conduct extensive study of member firms, clients and prospects internationally. Feedback was received from 18 countries and the research confirmed that RSM is a powerful global brand recognised for a passionate focus on collaboration, deep understanding of what matters most to clients, and insight sharing by senior partners.  These values are captured in the network’s new global positioning: “The power of being understood.”

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The changes will be effective from 26 October 2015, when all RSM member firms will adopt the unified global name, “The power of being understood” brand positioning, and a new logo, previewed today. The grey of the logo signifies a relationship based on a solid reliable foundation, the green a positive, ideas-driven, responsive approach and the blue symbolises  forward movement and the attainment of future goals. The logo reinforces the global network’s dedication to helping clients feel understood and empowered to move forward with confidence.

Giorgi Kvinikadze the founder of RSM Capto said: “RSM Capto was founded in 2008 and throughout last 7 years it has grown fast and established its presence among the leading audit, tax and consulting companies in Georgia. Up-to-date and innovative approach, flexibility, service quality and client-focused approach stimulated fast growth of RSM Capto in Georgia. We were actively involved in the global decision made by RSM head office regarding rebranding. The brand research provided an independent forum for clients to openly provide feedback on our service. It also told us a great deal about what prospective clients like and dislike about their current global audit, tax and consulting provider. We are pleased our client satisfaction levels were proven to be extremely high, but our focus on continual improvement remains constant. We have taken on board all of their comments to ensure our client experience model, and the ways in which we train and develop our teams globally to deliver on that service model, is structured to ensure clients really value our service and the contribution we make to their business. So global rebranding means progression, increased knowledge, enhanced customer experience and global capabilities for us and we are ready to embrace these changes.”
RSM International is the world’s sixth largest provider of tax services, has the fifth largest firm in the US and the third largest in China. RSM International was the fastest growing top ten global network in 2014, posting an 18% increase in revenue, year-on-year, to US $ 4.4 billion for the year ending 31 December 2014.

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RSM international’s cross-border referral work is continuing to see double growth. By uniting under one brand, the network will be able to better promote resources and expertise globally, and provide an enhanced, seamless service offering to clients all over the world. 

All member firms will remain independent legal entities within the RSM international network, but will trade as RSM. 


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