Arthur Andersen has revealed a new corporate branding as part of a multimillion pound overhaul of its strategy to fit in with new media and e-commerce companies, writes Alex Miller. The firm has also announced a three-part initiative – effective from this week. Andersens said the new strategy will revolutionise the way its employees work and follows months of secret reviews. The initiative includes ‘connectivity’, which will give all 7,000 employees free mobile phones with subsidised bills and free secondary telephone line installation in their homes. Employees will also be allowed to work flexible hours. The strategy review, which will cost the firm an initial $100m, also means male employees will be allowed to wear casual clothing. Meanwhile the new corporate logo is designed to establish Andersens as a professional services firm rather than just an accountancy firm. ‘The future belongs to those companies that attract and retain the best talent,’ said Worldwide managing partner Jim Wadia. ‘We will reinvent our relationship with our people in terms of compensation and how we support them in developing their knowledge and skills,’ he added. Part of the changes at the firm include a $500m venture fund to provide equity financing of advisory and outsourcing services to start-up companies which focus on business-to-business commerce, new media and Internet services.
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