NEWS: Coopers counts on sharp image

Coopers & Lybrand, one of the ‘Big Six’ international accountancy firms, is planning to sharpen its image across the globe and may return to television advertising for the first time in more than a decade.

Coopers & Lybrand, one of the ‘Big Six’ international accountancy firms,

is planning to sharpen its image across the globe and may return to

television advertising for the first time in more than a decade.



The company, which has 9500 staff in the UK and a turnover of around

pounds 700m, is looking to fill the new role of marketing communications

and public affairs director.



The job, which will offer a pounds 200,000 package, is part of a major

marketing rethink by the firm to strengthen its brand.



As part of the overhaul, Coopers is forming a centralised marketing team

to standardise the firm’s positioning in the 140 countries in which it

operates.



The team includes the UK’s head of marketing communications Adam Adams.

His responsibilities will be subsumed into the new senior marketing role

which Coopers is looking to fill.



The move is evidence that large accountancy firms now recognise that

they must build their brands in a wider community. Andersen Consulting,

owned by Arthur Andersen, is one of the few large firms currently

advertising its brand on television.



‘The market for professional services is becoming increasingly

competitive, which is why we need to build a more distinctive image and

to make it clear what our particular specialities are,’ said Vic Luck,

managing partner at Coopers, who is in charge of management consultancy.



The central team which will be looking at Coopers’ marketing on an

international basis will also be responsible for looking for cost

efficiencies; a rationalisation of the firm’s agency roster is expected.



In the UK, Luck said it was possible that Coopers would return to TV

advertising after a gap of more than ten years but that it was also

interested in pursuing other new forms of media.



An indication of the competitive pressures facing accountants came last

month when the Institute of Chartered Accountants reported that the

profession faced a jobs and pay crisis over the next ten years because

there would be too many of them.



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