Andersen Consulting To Take 4 Super Bowl Spots

NEW YORK (Dow Jones)–Andersen Consulting, to be renamed Accenture on Jan. 1, unveiled a new wordmark and visual identity system and announced a rebranding campaign that includes an advertising investment of $175 million.

In a press release Wednesday, Andersen Consulting said the new wordmark uses the name ‘Accenture’ in lower case letters, accented with the numerical ‘greater than’ sign.

The advertising campaign will use online and offline venues across 48 countries. Accenture will take four 30-second spots during the Super Bowl.

The firm will update more than 1,500 office signs and print 6.5 million business cards in the next four weeks.

The name change follows an August ruling allowing Andersen Consulting to break free from its parent, Andersen Worldwide, and its sister company, Arthur Andersen.

-Jennifer Rossa; Dow Jones Newswires; 201-938-5400