Get ready for one of the largest advertising campaigns ever produced for Accenture, the new and improved Andersen Consulting.
Executives plan to spend $175 million between January and March in a series of print ads in business-related newspapers, and on television with more than 6,000 commercials in eight countries. Many of the commercials will be broadcast during major bowl games and during the Super Bowl.
The $175 million budget is about $100 million more than Andersen Consulting's previous annual advertising budget, and the amount is thought to be unprecedented in the business-to-business world. Of major importance to Accenture is to stress the separation between Andersen Consulting and Arthur Andersen with a campaign built around the new name. The word Accenture denotes an emphasis on the future and is intended to sound like adventure.