The Big Five firm retained the rights to use the Andersen Consulting brand following its split. Since the arbitration last year Andersen Consulting has relaunched itself as Accenture – at a cost of £70m so far.
It was widely expected AA would make use of the brand name. But Richard Boulton, global head of Arthur Andersen business consulting division, said: ‘Our consulting division is very different to Andersen Consulting. We don’t want to be seen as passing ourselves off as them.’
Under the terms of the separation agreement, Accenture, reported to be seeking a limited IPO, must discontinue use of the phrase ‘formerly known as Andersen Consulting’ by March 31.
But Boulton said AA ‘does not want to hide its consulting strength’.
He added: ‘AA is already a very powerful brand in professional services.’ Accenture was unwilling to comment.
For more on this story, visit www.accountancy age.com/Business/1110802.
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