Business Services Industry
Winner: Integrated Campaign; Accenture.(Brief Article)
B to B, December, 2001 by Maddox, Kate
Campaign: "Now it gets interesting"
Agency: Young & Rubicam, New York
Accenture, formerly Andersen Consulting, was ordered by a judge on Aug. 7, 2000, to change its name, during arbitration with its former sister company Arthur Andersen. Following the judge's ruling, the former Andersen Consulting had less than four months to launch under a new name and establish new positioning in the marketplace.
``We wanted to make sure we generated awareness very quickly of this new brand,'' said Teresa Poggenpohl, director of global branding, advertising and research at New York-based Accenture.
The company didn't waste any time, huddling with its agency of record, Young & Rubicam, to launch the first phase of an integrated campaign on Nov. 1,...
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