The publisher has consolidated its business under a unified brand to operate as RSM International across its more than 110 markets
Formerly McGladrey, RSM, has rebranded to unite fellow firms from more than 110 countries across its international network under a common brand. The deal was sealed by issuing the first global edition of The Real Economy and launching a national advertising campaign titled, ‘The Gauntlet.’
The unified brand is part of an initiative to further the company’s vision to be the first-choice advisor to middle market leaders globally. Pivotal to the move is the effort to soon roll out The Global Real Economy, a supplementary semi-annual worldwide edition to its flagship publication, The Real Economy.
“For decades our firm has combined an understanding of our clients’ unique challenges and aspirations with our knowledge of the global business environment to help leaders move forward with confidence. The brand brings this enduring commitment to life in a real and tangible way,” said Joe Adams, Managing Director of RSM US.
Led by RSM US Chief Economist, Joe Brusuelas, the reports address a range of issues relevant to middle market firms around the world. The global thought leadership aspect supports RSM’s wider objective to provide actionable insights and analysis so they are beneficial to the businesses of the brand’s aforementioned target audience.
Meanwhile, the said marketing push will see television spots airing across Headline News, CNN, Bloomberg TV, and The Golf Channel. Developed by Charlotte based Luquire George Andrews, the exercise features extensive digital and traditional media components via leading publications read by middle market business leaders.
The creative premise for the ads revolves around a middle market leader running a real-life gauntlet, which is meant to symbolise the challenges RSM can help clients overcome as they grow and expand globally. The inaugural issue of The Global Real Economy can be accessed via RSM’s official website.
“It is extremely important that our thought leadership and creative assets represent the global issues our clients face. Our unified brand gives us a broader range of global expertise and perspectives to provide even more relevant insights to middle market businesses on a daily basis,” said Andy Bosman, Principal and CMO of RSM US.
