Heinonen & Co assisted VMP Plc when its company name was changed to Eezy Plc and their brand from VMP to EEZY. The matter is significant because it included, inter alia, planning of name and brand protection schedule supporting the company’s strategic decisions, demanding brand clearance investigation and protection of the new brand, as well as an extensive brand and company name change for a publicly listed company with a complex organizational structure while also taking into account cross-border issues and name changes in its subsidiaries. Eezy Plc is a Finnish HR services company, established in 1988, with a comprehensive offering of staffing, recruiting and organizational development, and self-employment services. Due to its diverse services, Eezy Plc is a significant actor in the Finnish labour market. Approximately 30,000 people are employed through Eezy Plc every year.