(November 15) – On the day when the U.S. Securities and Exchange Commission has announced its new independence rules expected to accelerate the split of accounting firms and their consulting subsidiaries, Andersen Consulting is announcing a large rebranding campaign.

Anderson Consulting will be renamed Accenture on January 1, 2001. The firm says this will be the largest and most pervasive business-to-business rebranding campaign ever conducted, including a global advertising investment of US$175 million. The Accenture campaign will integrate offline and online marketing across 48 countries simultaneously to establish the new identity in the minds of clients, employees and potential recruits worldwide.

Canadian managing partner, Dave Seibel, says the wordmark “puts an accent on the future and illustrates the firm’s intention to point the way forward and bring solutions to clients that exceed their expectations.”

The firm says it is reinventing itself to become a builder of the new economy. Under its strategy, the firm is building a network of businesses to meet the full range of client needs including consulting, technology, outsourcing, alliances and venture capital.
-IE Staff