Get Ready for Accenture Advertising Splash
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.
Voice of the Editor
Which isn’t completely true. I mean, occasionally I drop by when I manage to sneak out of the nonstop frat party over at Going Concern, but I’m mostly a wallflower over there. I’m happy to say that I’ve been given express permission (or explicit orders, if you like) to wander over here to AccountingWEB more often.
Why is that, you might ask? My job is to replace the irreplaceable Gail Perry as Editor-in-Chief. What does that mean? I don’t really know! I think it’ll be fun getting a feel for things, throwing in my own thoughts here and there, and listening to the discussions you’re having about the accounting profession.