Crowe Horwath International is to rebrand the network and the 189 international member firms will adopt the name Crowe globally
As a result, over 220 member firms in 130 countries will use the name Crowe, while the network will be renamed as Crowe Global.
The UK firm, Crowe Clark Whitehill, will be renamed Crowe and the online branding will change to reflect the new identity, and although precise timing for the UK rebrand has not been confirmed, it is likely to be completed shortly and an internal communications programme will follow this up. The UK regulator, ICAEW, has been informed of the proposed change of name.
From a global point of view, the move to the simplified 'Crowe' will increase awareness and is designed to establish a stronger global presence for the major accounting network by dropping the 'Horwath' name.
In line with the rebrand, Crowe will launch a new look website, as well as a dedicated Twitter handle under @CroweGlobal. Although the twitter handle has been registered it is not active as yet.
The network has a global workforce of 36,540 professionals and global revenues in 2017 reached $3.8bn (£2.8bn), and was ranked 11th in Accountancy's 2017 Top 25 Networks Survey. UK member firm Crowe Horwath Whitehill, is ranked at 14 in the Accountancy 2018 league table, with reported fee income of £72.1m.
The move comes shortly after the appointment of a new global chief executive officer, David Mellor, who took over leadership as of 1 April.
David Mellor, CEO of Crowe Horwath International, said: ‘Crowe will thrive in a rapidly changing world through our clear strategic vision, new common brand and the commitment of our members.
‘The rebrand provides the perfect platform for our trusted professionals to continue to share knowledge and resources which are of benefit to the boardroom and in the countries and markets that we service.’
Report by Sara White, Pat Sweet