BDO International

Overview

BDO is an accountancy network of 89 independent firms operating in 105 countries. The accountancy market is one of extremes: large, integrated global firms that are expensive and inflexible, and small local players with close client relationships but without a cohesive network or large resources. BDO fit neither of these models. Although it had both client intimacy and a network, it did not have the necessary levels of network knowledge-sharing and common methodologies to work together and deliver as one.

Challenge

Landor was asked to help BDO make better use of its network of offices to truly and uniquely offer the best of both worlds and be capable of delivering to its target customers: growing multinationals. The challenges were both cultural and operational. The first was to get BDO’s management to believe in and support the initiative. Next was to engage the network itself and reengineer its protocols and procedures, aligning its behavioral model with the BDO brand to truly “switch the network on.” To meet these challenges we needed to inspire everybody at BDO with a shared vision of the future and provide the tools to reach that goal.

Solution

Working with BDO, we delivered an integrated two year engagement and alignment program. It was designed not only to engage the organization but also to provide clear and tangible guidance on how individuals could start to drive the necessary change. Activities included a range of groundbreaking interactions, from interactive digital theater illustrating the future world of BDO to mapping the international client experience as a diagnostic tool for process alignment–all delivered by a global network of brand champions. BDO has experienced a real transformation, as evidenced by significant increases in employee engagement and year-on-year, double-digit growth in international revenue post-launch of the program.