EDAW in talks over name change

Olympic 2012 masterplanning firm EDAW is in discussions over a rebranding to help it win work in the Middle East and Asia.

The design firm - which has 34 offices worldwide - is tipped to undergo an overhaul that will see it develop an even closer relationship with technical and management services company AECOM.

The firms merged at the end of 2005. EDAW London regional director Andrew Jones told HW the firm was considering using the AECOM name as a way into large projects in the Middle East and Asia.

"AECOM has been part of EDAW's name for over three years now but we are looking to find ways of getting EDAW's design skills into these larger projects in the Middle East and Asia through using the AECOM name as a way in," he said.

"At this stage, we are still running with the name EDAW but we are looking at how we can use the AECOM platform more strongly.

"There will be no change in our design quality; it is about getting that quality out to a bigger audience," he added.

A leading landscape architect, who did not wish to be named, said that he was surprised by the decision because of the strong identity that EDAW had built up over 40 years.

"EDAW has been such a big brand, so it seems quite strange. I suspect it is like a lot of other companies that are falling back into the safety of the engineering firms. It is probably easier to sell engineering services than landscape services," he said.

The move follows last year's announcement that building design and civil engineering group Capita Symonds had acquired Lovejoy for an undisclosed sum.

Since March 2008, the firm has traded as Capita Lovejoy. In addition, Whitelaw Turkington was acquired by Dutch engineering firm Grontmij the same month.

Business consultant Neville Stein said the key to success was communication. He explained: "They need to make sure everyone in the landscape market understands why they are doing that, so existing clients know the benefits and reasons."


Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Sign up now
Already registered?
Sign in

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Read These Next

Tomorrow's tractors

Tomorrow's tractors

These machines have advanced rapidly over recent years but what does the future hold? Sally Drury looks ahead.

Tractors - Maintenance models

Tractors - Maintenance models

The tractors chosen by professionals across the sector reflect the best features, backup and support on offer, says Sally Drury.

Guide to Glee 2017

Guide to Glee 2017

A vast array of new garden products will be displayed at this year's show. Matthew Appleby previews what visitors can expect to see.


Horticulture Jobs
More Horticulture Jobs

Industry Data

An exclusive report for HW subscribers revealing the key development trends, clients and locations for 2017.

Are you a landscape supplier?

Horticulture Week Landscape Project Leads

If so, you should be receiving our new service for Horticulture Week subscribers delivering landscape project leads from live, approved, planning applications across the UK.

Landscape Contracts & Tenders

Products & Kit Resources

BALI National Landscape Awards 2016

Read all about the winning projects in the awards, run in association with Horticulture Week.

Noel Farrer

Founding partner of Farrer Huxley Associates Noel Farrer on landscape and green space
 

Read Noel Farrer