KPMG Consulting is backing its change of name with a global ad campaign worth $40 million (€40.4m; £25.5m).
The consultancy is being rechristened BearingPoint following its separation from its former parent, accountant KPMG.
Created by Arnold Worldwide in McLean, Virginia, the campaign features golfer Phil Mickelson and involves TV, print and interactive advertising plus direct mail, all of which will bear the strapline ‘Business and Systems Aligned. Business Empowered’.
The group’s decision to rename matches similar moves by the spun-off consultancy divisions of Arthur Andersen, ProcewaterhouseCoopers and Deloitte & Touche. Indeed, Andersen’s rebranding as Accenture helped spare the firm from unfavourable associations with its former accountancy sibling following the Enron scandal.
Data sourced from: BrandRepublic (UK); additional content by WARC staff