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
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
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
Arthur Andersen is currently embroiled in a dollars 1 billion legal
battle over its consulting business with former sister company Andersen