Andersen Consulting to Become Accenture in New Year

Effective January 1, 2001, Andersen Consulting will go by the new name of Accenture, the firm announced on Thursday. The change in name was forced on the firm by the divorce arrangements brokered in August by the International Chambers of Commerce. As part of the settlement, Andersen Consulting's accounting parent Arthur Andersen won the right to keep the Andersen name.

Andersen Consulting's marketing team worked with corporate identity specialist Landor Associates to come up with the new name through a global consultation exercise called "BrandStorming". Employees from 42 countries submitted 2,677 suggestions, with the winning name suggested by Kim Petersen, an AC consultant from Norway.

Accenture is a coined word, meant to symbolize an accent or emphasis on the future. "I thought of things like bold growth, operational excellence and a great place to work," said Petersen. "Accenture seemed to capture all of those things."

Nearly 50 law firms around the world were retained to conduct trademark searches, while URL availability, cultural sensitivities and local pronunciations were also investigated.

"Not only was Accenture created by one of our own people, it turned out to be the name our 2,500 partners preferred more than two to one over any other candidate," said Joe W Forehand, managing partner and CEO of Andersen Consulting. The consultancy will launch an international marketing blitz to launch the Accenture brand in the new year.

You may like these other stories...

Here's a CPA who truly walks the walk. On March 15, Frank Ryan, CPA, departed San Diego, California, with plans to be in Ocean City, Maryland, by July 2 to teach a course at the Maryland Association of CPAs’ (MACPA...
When Theodore J. Flynn first joined the Massachusetts Society of CPAs (MSCPA) in 1970, it was a different world and a different profession.  The "Big Eight" were still headquartered in Boston. Vietnam War...
Accountant Rickey Charles Goodrich had it a little too good. Many bean counters would kill to serve as financial guru to the likes of Pearl Jam. Goodrich was hired in 2005, and the following year, he became the CFO of Curtis...

Already a member? log in here.

Upcoming CPE Webinars

Aug 26
This webcast will include discussions of recently issued, commonly-applicable Accounting Standards Updates for non-public, non-governmental entities.
Aug 28
Excel spreadsheets are often akin to the American Wild West, where users can input anything they want into any worksheet cell. Excel's Data Validation feature allows you to restrict user inputs to selected choices, but there are many nuances to the feature that often trip users up.
Sep 9
In this session we'll discuss the types of technologies and their uses in a small accounting firm office.
Sep 11
This webcast will include discussions of commonly-applicable Clarified Auditing Standards for audits of non-public, non-governmental entities.