Arthur Andersen embarks on dollars 2m rebranding effort

CHICAGO: The ’Big Five’ consultancies have not traditionally been known for the way they market themselves. Last week, Arthur Andersen gave another sign that this is about to change.

CHICAGO: The ’Big Five’ consultancies have not traditionally been known for the way they market themselves. Last week, Arthur Andersen gave another sign that this is about to change.

CHICAGO: The ’Big Five’ consultancies have not traditionally been

known for the way they market themselves. Last week, Arthur Andersen

gave another sign that this is about to change.



Months after PricewaterhouseCoopers hired Porter Novelli to lead a

comprehensive image revamp (PRWeek, July 19, 1999), Andersen announced

specific details about the dollars 2 million it plans to spend on PR

this year as part of a massive rebranding campaign.



The effort was spurred by market research which found that the business

world considered Andersen primarily an auditing/accounting firm -

activities that make up only about 30% of its dollars 7 billion in

annual business. ’We have a bit of an identity crisis,’ admitted

managing partner of communications and integrated marketing Matthew

Gonring.



Among the steps already taken have been the hiring of Ketchum as agency

of record and a 24-hour informational Webcast about the branding

campaign for employees. Additionally, Gonring’s army of 650

communications staffers has been working on internal communications

about the new image for several months.



’If you don’t get your own houses in order, all the PR or marketing or

advertising in the world is going to be only so effective,’ Gonring

said.



The branding campaign stems from Andersen’s desire to become more of a

force in the e-commerce world. PR activities will include efforts to get

senior-level execs slated as speakers at key industry conferences and

promoting media coverage of Andersen as a ’thought leader,’ according to

Jane Ostrander, who heads up the company’s media and public

relations.



Arthur Andersen is currently embroiled in a dollars 1 billion legal

battle over its consulting business with former sister company Andersen

Consulting.



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