Marks Paneth Redefines Brand and Launches ‘Success is Personal’ Campaign

November 1, 2018

New York, NY (November 1, 2018) – Leading accounting, tax and advisory firm, Marks Paneth LLP, has announced the launch of its new brand positioning and introduced a new advertising campaign, Success is Personal, which focuses on the firm’s longstanding tradition of valuing client relationships and placing the highest priority on helping clients reach their unique goals.

The brand initiative stemmed from a strong desire by firm leadership to redefine the Marks Paneth brand and better reflect the culture, values and client service that the firm exhibits today as a top-50 accounting firm in the U.S. Three distinct characteristics of the firm’s service philosophy emerged as a result of months of research and interviews with key stakeholders: a deep understanding of clients’ businesses, strong client relationships and the personal and caring nature of its professionals.

“Just as our firm has grown and changed over its more than 100-year history, so have our clients’ needs and their desire for advisors who can guide them through complex changes,” said Harry Moehringer, Managing Partner of Marks Paneth. “The redefined brand demonstrates the significant role we play in helping our clients, employees and business partners reach their individual success.”

“We recognize that success varies among clients, based on their life and business stages,” said Diane Paoletta, Chief Marketing Officer. “This recognition was the basis for our new advertising campaign, Success is Personal, which is written from the client perspective and focuses on their needs above promotion of the firm itself. This unique approach, including limited copy and client personas, speaks to the heart of what we value most – the clients themselves.”

The firm continues to pivot more toward its advisory role for both businesses and individuals, offering clients a growing number of consulting services on top of the traditional accounting, attest and tax offerings. Most recently, the firm launched its suite of cybersecurity services to help clients prevent, detect and recover from digital attacks.

This new brand positioning will also be reflected in the firm’s recruitment and employee retention initiatives, which are aimed at a diverse, multi-generational population ranging from college interns to seasoned professionals, partners and principals. Personal success has already been the focus of many of the firm’s work-life balance initiatives, including its progressive parental leave policy, Dress for Your Day option, Employee Advisory Committee and LEADS (Leadership, Empowerment, Advancement, Diversity, Success) women’s initiative.

The advertising campaign is being rolled out on radio and commuter trains and in print and digital media. A new brand video and more information on the campaign can be found at

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