PwC bought the rights to use OneMonday's name as part of the accountancy firm's original plans to rebrand its consulting arm as Monday and float it on the stock market as a separate company (PRWeek, 14 June).
IBM decided to scrap the name Monday after snapping up PwC's consulting arm for £2.2bn in July, but the group was forced to honour its deal with OneMonday - worth over £3m.
Tim Dyson, group CEO at Next Fifteen - a reference to pop artist Andy Warhol's famous comment - said on the decision to rebrand: 'We don't take names too seriously, but we wanted something a bit more outward looking.
'We looked at what kind of benefits we're trying to build for our clients, and we're trying to build a more lasting, enduring brand,' he added.
