Formed over 12 years ago Cummings Flavel McCormack (CFMC) is now a top 50 accountancy and business advice firm in Australia. Based in Melbourne they operate nationally, with a strong focus on serving the needs of closely held businesses – providing leading taxation and accountancy services to companies whose budgets would normally prohibit them from engaging a ‘Big 4’ accountancy firm.

We have worked with CFMC since 2009 on a journey of growth, guidance and recalibration around the key elements of leadership, culture and brand. In that time they have more than doubled in size in terms of both staff numbers and billings.

The process started with a Personal Visioning session with the Managing Director to help clarify his purpose, vision and sense of legacy he wished to achieve with the firm. The key business focus of ‘peace of mind’ emerged from this process, a client promise around which the partner group and broader staff were engaged to co-create a five year vision and craft a high performance culture around the core principles of Genuine Care, Technical Excellence and Commercial Success.

We have also refreshed the visual brand to ensure it is aligned with their brand promise, client experience and cultural focus.