LONDON (Brand Republic) – Management consultancy firm Andersen Consulting has changed its name to Accenture in a £100m rebranding exercise.
The name is meant to represent putting an accent or emphasis on the future. The firm says the name “expresses what the company has become as an organisation as well as what it hopes to be”.
Anderson Consulting was spun off from accountancy firm Arthur Andersen in 1989, but the companies fell out when Arthur Andersen began to supplement its business with consultancy work.
A bitter court case ensued and although Andersen Consulting did not have to pay the billions that its parent company demanded in order to leave the group, Andersen Consulting was ordered to give up the Andersen name at the end of this year.
The consultancy will spend £175m on marketing the new brand.