Andersen name change

NEW YORK: Andersen Consulting is planning a dollars 100 million marketing launch for its as-yet-undisclosed new name. PR will be a major part of that effort.

NEW YORK: Andersen Consulting is planning a dollars 100 million marketing launch for its as-yet-undisclosed new name. PR will be a major part of that effort.

NEW YORK: Andersen Consulting is planning a dollars 100 million marketing launch for its as-yet-undisclosed new name. PR will be a major part of that effort.

The New York-based consultant, which earlier this year won its freedom from Arthur Andersen with the provision that it drop the Andersen name, has until January 1 to come up with a new moniker. It plans to announce its new name in November, says James E. Murphy, global managing director of marketing and communications. Major PR efforts to increase awareness of the new name are likely to start during the first half of next year.

Andersen PR agency Burson-Marsteller will handle media relations, marketing PR and employee relations with regard to the name change, Murphy said.

'We must get the name registered in people's minds' both domestically and overseas, where the firm does 60% of its business, he said.

The company, with its new name choice, also wants to convey that it does more than consulting. It has formed a venture capital firm and has inked joint ventures with big technology players such as Sun and Microsoft.

'We're expanding aggressively beyond consulting,' Murphy said.

Some internal PR efforts regarding the name change are already under way. The company sponsored an employee contest called Brand Storming, asking for name suggestions.

Andersen Consulting won its separation from Arthur Andersen in August, when an international arbitrator ruled the consulting firm would pay Arthur Andersen dollars 1 billion and drop the Andersen name by the end of the year.



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