Pictured: Chief executive Mark Thomas

Leading Leicestershire-based  communications consultancy Word Association has been appointed to help rename and rebrand the Leicester-based accountants and business advisors Ashgates.

Word Association's rebranding campaign includes creating a new name, logo, brand guidelines and then applying this to Ashgates marketing materials.

Chief executive Mark Thomas said: "We are delighted Ashgates has chosen Word Association as the agency they felt best placed for this important project."

The rename and rebrand of Ashgates follow a management buyout, Partner Rakesh Sonigra said: "After many hours of management time spent in considering and rejecting hundreds of names, we appointed Word Association to push the project forward. We have been delighted with their contribution and would happily recommend them".

Word Association was the highest listed PR consultancy in the East Midlands region in trade journal PR Week's annual league table which ranks out-of-London agencies.

The agency, which is celebrating its 20th anniversary this year, also posted an increase in turnover of 9% in 2010, one of the few agencies to achieve this in recessionary times.

Ashgates is an established independent firm of chartered certified accountants, tax advisors and business consultants, with offices in Leicester and Coalville, and has been looking after clients' interests for more than 20 years. As part of their comprehensive range of accounting services, Ashgates offers expertise in accountancy and auditing, tax planning, business strategy and personal financial planning.

Branding is just one of the services offered by Word Association's 13 staff which also includes PR, events, marketing strategy, publications and new media. The consultancy has 20 clients across the private, public and voluntary sectors.