Horowitz chosen to head Deloitte's rebranding effort

NEW YORK: Deloitte Consulting has appointed Peter Horowitz as global director of PR and analyst relations. Horowitz was most recently senior MD of global PR at PricewaterhouseCoopers.

NEW YORK: Deloitte Consulting has appointed Peter Horowitz as global director of PR and analyst relations. Horowitz was most recently senior MD of global PR at PricewaterhouseCoopers.

Deloitte Consulting will be spun off from its accounting giant parent Deloitte & Touche later this year. The consulting firm announced in early July that it will be rebranding itself as Braxton once it has separated from its parent.

Horowitz said the rebranding initiative will be the most immediate communications challenge facing Deloitte Consulting. Horowitz, who developed a series of PR benchmarking metrics at PricewaterhouseCoopers, explained that he will be using such tools to gauge the success of the Braxton rebranding effort.

"I'm always thinking about measuring PR effectiveness, said Horowitz.

"I developed a pretty extensive measurement program at PricewaterhouseCoopers that allowed us to measure our voice against that of our competitors. It also allowed us to measure how well our message has been received by the press. We hope to put in place the same kind of metrics here."

With last week's announcement that IBM will acquire PricewaterhouseCoopers Consulting - once to have been rebranded as Monday - Deloitte Consulting is the only remaining consulting firm still owned by a major accounting agency.

Once spun off, Braxton will also be the only major consulting firm to remain privately held after separating from an accounting parent. Two major competitors - Accenture (formerly Anderson consulting) and KPMG Consulting - have opted for IPOs, while PWC Consulting scrapped plans for its name change and planned IPO when it agreed to be acquired by IBM.

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