Andersen Consulting has announced plans to launch a $175m (£109m) advertising campaign in a bid to boost its rebranding strategy – in what it believes will be the largest business to business assault ever carried out.
The former Arthur Andersen arm, which will be renamed Accenture on 1 January next year, will carry out an offline and online marketing campaign in 48 countries.
‘We intend to make Accenture one of the most recognised business-to-business brands in the world – as we did with the Andersen Consulting brand,’ said James Murphy, global managing director for marketing at Andersen Consulting.
‘No firm the size of Andersen Consulting has attempted such a comprehensive campaign in such a short period of time’.
However, it is believed the true cost of the arbitrators’ decision in August to strip the firm of rights to the Andersen name may rise over £250m once legal fees and its branding company, Landor, have been paid.
Branding experts added the loss of the AC brand represents £2bn-£2.6bn of the firm’s total value. The firm is to broadcast 6,000 tv commercials in eight countries between January and March 2001. Sports sponsorships will include the Williams Formula One Grand Prix Racing Team and the Accenture Match Play Golf Championship in Melbourne.
Murphy added: ‘One of our biggest challenges is ensuring people return to work in January to a rebranded firm. This requires the updating of over 1500 office signs and the printing of 6.5m business cards.
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