ripe to pick

Another bumper crop year

And brand new fields to hoe with Finn Partners.
Our focus on creating and marketing fresh brands with clients remains at the core of what Greenfield Belser does. Inside this year’s annual review, you’ll find our picks for brand makeovers, extensions and campaigns that drive growth.

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Reznick Group

opportunity knocks

Reznick Group has transformed from a moderately-sized, regional real estate CPA “boutique” into an emerging national player—all at breakneck speed. With strong performance and even stronger growth prospects, this top 20 U.S. accounting firm worked with us to articulate its employer brand. The assignment was critical for two reasons: 1) the firm needed to preserve and share its core values among a host of geographically dispersed new staff, managers and partners, and 2) the firm had to attract and retain enough talent to fuel its future growth track. This is no small challenge, as competition for talent in the accounting industry is intense.

Increased workloads (resulting from Sarbanes-Oxley) combined with disenchantment with the profession have led to a nationwide shortage of experienced CPAs, especially those in the 4- to 10-year experience range. Reznick Group has a great story to tell and a paramount need to tell it. To reflect the spirit of this fast-growing, fast-paced and progressive firm, we built the employer brand around the word we heard most often from Reznick Group people: Working here is a great “opportunity.”

Fresh and lively, the campaign included unusual internal and recruitment brochures, an intranet redesign, internal newsletter, posters and messages on mirrors, T-shirts, walls and even muffins to prove that Reznick Group promotes the growth of its employees as vigorously and innovatively as it promotes itself.