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Andersen unveils plans for $175 million Accenture campaign

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New York-On Jan. 1 Andersen Consulting will introduce a $175 million global marketing campaign touting its recently announced new name, "Accenture." The campaign expenditure, which is $75 million higher than company executives had originally estimated, will be one of the largest b-to-b marketing efforts to date. Created by Young & Rubicam Inc., the campaign will consist of online and offline advertising in some 48 countries, including about 6,000 TV spots in eight countries between January and March alone. The consultancy will also sponsor the Accenture Match Play Golf Championship in Melbourne, as well as the Williams Formula One Grand Prix Racing Team. "We are going to make Accenture ubiquitous to our target audience," said James E. Murphy, global managing director of marketing, in a statement. "We intend to make Accenture on of the most recognized business-to-business brands in the world".
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