Case Study

Unifying Acquired Firms into “One ZRG”

Challenge / Objective

ZRG’s rapid growth through acquisition brought multiple consulting firms into the group. Each retained its own brand identity, website, and messaging. This created confusion for clients, inefficiency for consultants, and risked diluting ZRG’s value proposition. The challenge was to integrate these fragmented entities into a single, credible, and globally recognised consulting brand that supported cross-sell and scale.

Workstreams

Built new brand architecture and positioning framework.
Developed a messaging playbook used by 200+ consultants globally.
Created a unified suite of sales enablement materials and decks.
Rolled out coordinated brand launch internally and externally.

Results

Consolidated five brand identities into one.
Enabled cross-sell growth, increasing multi-practice deals.
Strengthened competitive positioning in RFPs.

Bottom Line

This unification moved ZRG from a “collection of boutiques” to a single, credible consulting brand. It directly supported cross-sell growth and positioned ZRG as a challenger to global advisory firms.