NEW YORK – After considering more than 5,000 names, Andersen Consulting has changed its name to Accenture. The company will double its marketing budget to promote the new name.
Andersen had to pick a new name by the end of this year as part of its seperation from Arthur Andersen. Andersen Consulting is now struggling to transform itself into a more nimble operator that deals in shorter-term consulting jobs, venture capital, business incubation and joint ventures with other companies.
A focus of the re-naming effort was to ensure the companys varied efforts fit under the same corporate umbrella. Accenture was among almost 2,700 suggestions from Andersen employees. The company described it as “a coined word that connotes putting an accent or emphasis on the future.” (10/27/00)
SOURCE: Chicago Tribune