NPT+
Re-branding after a merger
The Partners of two London accounting firms, Neal, Pallett & Townsend (NPT) and Zaritsky Penny approached Honey Design to provide communications consultancy and advice in support of their planned merger. They were concerned about proceeding with communications that were legally appropriate, while providing transparency and consistency of message to their stakeholders. They needed a communications plan, articulation of key messages, and later, a re-imagined brand identity for the new, combined firm.
The two organizations, in discussions leading up to the merger, discovered a shared philosophy and complementary areas of expertise. The unified organization would be stronger and more capable of providing high-level professional services for clients, and create exceptional career development opportunities and a healthy work-life balance for employees. Once the merger was announced, the project would move to how the combined firm would communicate with employees, clients and professional partners, and make the most of this opportunity to garner attention for the values, beliefs and strengths of the new firm. A new re-branded corporate identity, new tagline and messaging completed the merger communications.
In order to successfully communicate in an accurate and timely fashion, it was vital to develop an ongoing communication strategy and tactical plan that included essential elements:
- Leadership commitment to consistent and ongoing communication
- A focus on face-to-face communication
- Employee ability to ask questions and get answers
- Internal and external consistency of message
Key Messages:
Zaritsky Penny LLP and Neal, Pallett & Townsend LLP have signed a letter of intent to bring together our two organizations, equally and with mutual benefit. This is the first step in a process that will likely conclude in the fall, 2009.
Once integrated, the combined firm will employ approximately 50 people with 12 partners, and it is anticipated that the merger will not eliminate any positions in either firm. Our goal is to create one unified organization, stronger and more capable than its original two parts. The combined firm will have improved depth at all levels allowing us to further pursue the niche specialty areas.
While creating efficiencies in technological investments and operational processes, the unified firm will offer an expanded depth and scope of service delivery and career opportunity. We believe this transaction will improve service offerings and opportunities for our clients, staff and partners in several areas of business, including: evaluation, wealth management, tax, medical/professional, real estate development and construction.
We aim to create exceptional career development opportunities and healthy work-life balance for our employees. Please contact your manager (or usual associate, for clients) or any of the partners with any questions. We will address all enquiries as immediately as possible.
The merger was effectively communicated with unified key messaging for the new firm and a re-branded identity that represented the combined values and advantages for employees, clients and professional colleagues. The press coverage was positive and on-message, extolling the combined strength of the unified firm in specialized areas of practice.The positive media placement and coverage positioned NPT+ for growth following the merger. By following through with a complete re-branding, NPT+ matched their messages with the media they use to communicate with their stakeholders. From office signage to report covers, the complete package demonstrates their tagline and corporate philosophy: Adding value. Finding balance.