ANDERSON CONSULTING PICKS NEW NAME FOR NEW YEAR
By Adnews Staff
Global management and technology consulting organization Anderson Consulting will begin the new year operating as Accenture. The new name was submitted an Anderson employee in Norway as part of internal contest. According to Anderson, the name connotes an accent on the future. Beginning January 1, 2000 the organization will be rebranded under the Accenture banner. Employees will return from the holidays to rebranded offices, signage and stationary. A global rebranding campaign will roll out in the 48 countries in which Anderson operates. The campaign will introduce the Accenture name and the company's new logo to clients and the public. Television, print advertising and airport posters will make up the media buy. A number of additional advertising vehicles will also be used, but those plans have not been disclosed. Anderson has been preparing for this initiative with print ads in daily newspapers and airport posters that read "Renamed. Redefined. Reborn. 01/01/01." The rebranding process was carried out by Anderson's global marketing team, assisted by branding firm Landor Associates of San Francisco. Advertising is done by Young & Rubicam of Toronto and New York and media relations are handled by National Public Relations of Toronto.