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Accountancy firm or high-class butcher?

These new-world accounting firms really seem to have got the hang of branding. Not for them the kind of ancient names or incomprehensible initials which characterise Anglo-American firms. Take the new Ukrainian partner for BDO.

The firm, which was welcomed to the BDO network recently by chief executive Cecil Fleming, is called Balance Audit. What more perfect encapsulation can be imagined of the art of the auditor?

On the other hand, it is a bit like “high-class butcher”; it is difficult to imagine anybody advertising themselves as a low-class butcher or as Unbalanced Audit.

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