Leading North East of England accountancy firm Baldwins, has rebranded as Azets

Published by Sue Park

Leading North East of England accountancy firm Baldwins, has rebranded as Azets, the largest brand within Cogital Group, the fast-growing global accounting, advisory and business services group.

Following the rebrand, which includes several other well-known UK accountancy firms, Azets will provide advisory services to over 100,000 UK enterprises, SMEs, large scale businesses and private clients. The rebrand creates a major presence in the UK accounting and business services market with the scale and reach to serve businesses digitally and in person from the UK’s largest network of local offices.

As a key part of the Azets brand, the former Baldwins offices will continue to provide an extensive range of business advisory services to clients from a network of offices across the North East of England. The move will see the other leading UK firms rebranding as Azets including Wilkins Kennedy and Campbell Dallas.

Unifying the brands represents the next phase in the Group’s development. The rebrand follows significant investment in technology to enable a digitally enhanced personal approach to client service where the focus is on providing outstanding service and commercially focused advice, wherever the client might be located. The investment in technology gives clients access to a suite of traditional and technology-based services, including the Group’s leading proprietary digital workplace technology “CoZone”. Clients across the enlarged Azets group will gain the benefits of significant synergies, including the option to access additional services, skill sets and an international offering, whilst retaining a personal local service. For employees, working under the Azets brand will allow access to outstanding career opportunities.

Commenting, Andrew Little, Regional Managing Partner for Azets in the North East of England said: ”The rebranding of Baldwins in the North East to Azets marks a seismic step forward in our plan to be a disruptive and ambitious business; focused on advising our clients in the local community. The global scale and reach of resources of Azets gives us the opportunity to accelerate investment in the best technology, develop new client services and recruit the best talent. The accountancy market is ripe for disruption and change, and we think that under one brand we will be well-placed to drive that change process.”

Dawn Marriott, CEO of Azets Group, adds: “I am delighted to announce this milestone in our growth story today. We have now combined the strength of our individual entities, along with our UK heritage and our contemporary European name across seven countries. Unifying our brands was the next step in our Group’s development, enabling our 6,500 people to deliver a service of outstanding professional quality. This rebrand reflects the vision we set ourselves to be smart, effective and efficient partners to our clients. It allows us to demonstrate clearly who we are and to deliver the benefits of scale, whilst retaining our foundations and what sets us apart, the delivery of a personalised and localised service through our dynamic and collaborative teams – it’s a win for our 120,000 clients and for us.”