Gartner Research

The Accenture Rebranding Campaign Is Not the Only Challenge Facing the Ex-Andersen Consulting Company

Published: 02 January 2001

ID: G00189755

Analyst(s): Nigel Montgomery

Summary

When it comes to names, Accenture is not one that easily rolls off the tongue. Mind you, neither does Cap Gemini Ernst & Young or PricewaterhouseCoopers, yet they seem to be doing okay. The adoption of the new name, which took effect just as London's Big Ben chimed in the new year, was the result of an independent arbitrator's August ruling in favour of Andersen Consulting against Andersen Worldwide and Arthur Andersen. The dispute regarded claims by the latter that Andersen Consulting owed them $14.5B. Under the terms of the ruling, Andersen Consulting was excused from further obligations to Andersen Worldwide, but it had to change its name by the end of December 2000.

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