Accenture Brand Launch

Accenture Brand Launch

Dates: August 2000 to January 2001
Media: Online, Email
Kevin’s Role: Project Management, Content Development, Content Management, Writing
Employer: Andersen Consulting*
Client: Andersen Consulting*

On August 7, 2000 an inter­na­tion­al arbi­tra­tor ruled in favor of Andersen Consulting in its arbi­tra­tion with Andersen Worldwide and Arthur Andersen. Under the terms of the rul­ing, Andersen Consulting was giv­en until December 31, 2000 (just 147 days) to adopt a new name and relin­quish the Andersen Consulting name. What fol­lowed was one of the largest and most suc­cess­ful rebrand­ing cam­paigns in cor­po­rate his­to­ry (at the time, Andersen Consulting had 70,000 employ­ees in 46 coun­tries with $10 bil­lion in annu­al revenues).

I was involved in mul­ti­ple projects with­in the mas­sive rebrand­ing effort:

Arbitration Communications — I served on the inter­nal com­mu­ni­ca­tions team report­ing on the arbi­tra­tion process, where I helped write email updates for employ­ees, as well as script answers in real time to employ­ee ques­tions sub­mit­ted dur­ing the firmwide web­cast which imme­di­ate­ly fol­lowed the arbi­tra­tion decision.

Brandstorming — I over­saw the day-to-day oper­a­tions of the Lotus Notes-based Brandstorming intranet site through which employ­ees could con­tribute their sug­ges­tions for the com­pa­ny’s new name. The name that ulti­mate­ly was cho­sen by the part­ners — Accenture — was con­tributed by an employ­ee via that Brandstorming tool.

Rebranding Q&A — I pro­vid­ed con­tent man­age­ment for the Global Brand Team’s Rebranding Q&A intranet site, which cap­tured ques­tions employ­ees sub­mit­ted about the rebrand­ing process. I triaged sub­mit­ted ques­tions and worked with the Global Brand Team to write and post answers to all questions.

Marketing & Communications Intranet Rebranding — I was respon­si­ble for locat­ing and coör­di­nat­ing the removal/replacement of all instances of the Andersen name, logo and brand that appeared in Marketing & Communications inter­nal online tools, intranet sites and Lotus Notes databases.

*On January 1, 2001, Andersen Consulting changed its name to Accenture.

This sample originally was published to on August 2, 2010.