Accenture, Ltd.: I Am Your Idea campaign

Mark Lane

Andersen Consulting, a global technology, management, and outsourcing consultancy, was forced to change its name after splitting with its sibling company, the accounting firm Arthur Andersen, in January 2001.

Accenture, Ltd.: I Am Your Idea campaign

Mark Lane

OVERVIEW

Andersen Consulting, a global technology, management, and outsourcing consultancy, was forced to change its name after splitting with its sibling company, the accounting firm Arthur Andersen, in January 2001. The rebranded company, Accenture, Ltd., publicized its new name in a high-profile marketing campaign in 2001 that was widely criticized but that was effective, according to some observers, at raising awareness of the Accenture brand among corporate executives, the ultimate target of all consulting-industry advertising. Accenture and its agency, New York-based Young & Rubicam, followed up this initial effort with "I...

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