Andersen Consulting Becomes Accenture in Major Rebranding Effort

San Francisco, California — In August 2000, Andersen Consulting faced a significant transformation following a ruling by arbiter Guillermo Gamba. The consulting firm had been ordered to change its name as part of its separation from Arthur Andersen, its parent company. With a deadline of January 1, 2001, the firm needed a new corporate identity and brand system within just four months.

Anthony Shore, then Global Director of Naming and Writing at Landor Associates, was instrumental in the renaming process. He recalled the urgency of the task during an emergency meeting with the leadership and branding team. ‘Andersen Consulting was no ordinary client, and this would be no ordinary assignment,’ Shore stated.

As the rebranding began, 65,000 professionals across the firm contributed ideas for potential names, highlighting the collaborative effort behind the project. Shore took responsibility for drafting the naming brief and creating a structured process for submissions. ‘In my heart, I knew it would make a great story if Andersen Consulting’s new name came from one of their own,’ he reflected.

Over the coming months, 550 names went through legal screening, with an unprecedented 51 names clearing the process. Each of those names underwent rigorous global market research and linguistic checks across 65 languages, ensuring there were no unwanted meanings or trademark issues.

By October 2000, preparations were underway for the final decision. Shore was set to present the shortlisted names live to 2,500 senior partners in Miami, but the presentation was changed to a recorded format at the last minute. He discussed each name’s potential strengths as the recording captured the critical moment.

Among the choices, the name ‘Accenture‘ emerged as the favorite, garnering significant votes from the partners. The name, which reflected ‘accent on the future,’ resonated with the firm’s history while marking a fresh start. CEO Joe Forehand was particularly supportive of the name.

When the new brand was officially unveiled on January 1, 2001, it marked a turning point for the organization. Today, Accenture has grown to nearly 779,000 employees and generated $69.67 billion in revenue, a testament to the successful renaming project led by Shore and his team.