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Looking to differentiate itself in the management services field, Andersen Consulting today breaks a $44 million global branding campaign. The company's biggest-ever effort pushes the premise that Andersen can help clients get more from employees and other resources.

The effort, from Y&R Advertising, New York, is aimed at upper management of large companies, a target reflected in the media buy.

Ads are to run in such publications as The Economist, Forbes, Harvard Business Review and The Wall Street Journal; on the Internet pages of CNN and the Journal; on boards in major airports; and on cable networks CNN and CNBC.

The campaign breaks internationally later in the month.


The centerpiece is a high-tech TV commercial that begins appearing today. In the spot, the constellations Sagittarius, Hercules and Taurus work together to pull the moon. Voice-over says: "Every organization has many stars. But Andersen Consulting can help you integrate all your diverse talents. So that when you reach for the moon you might actually get it."

The commercial also runs with original music performed by a 30-piece orchestra.

The spot uses computer animation and is unusually high-tech for the financial services category, a tack also taken by First Union Corp. with its new effort from Publicis & Hal Riney, San Francisco (see Bob Garfield's Ad Review on Page 69).

"They're trying to differentiate themselves in the consumer's mind," said Charles Wendel, president of Financial Institutions Consulting. "I don't think that a senior manager who sees the ad is going to say, `I want to go out and hire these guys,' but it differentiates them from the competition."


Differentiation is important as competition and flux are picking up in the management services industry. Andersen still is in arbitration to split from parent Andersen Worldwide and the Big 6 have become the Big 5 with the recent merger creating Price Waterhouse Coopers.

Meanwhile, traditional management consultants and outsiders-such as IBM Corp. and Microsoft Corp.-are stepping up advertising to push their services. Ernst & Young earlier this year tapped D'Arcy Masius Benton & Bowles, New York, as its agency of record.

Andersen, the first management consulting company to focus on advertising, back in 1989, plans to spend more than $100 million in marketing efforts during the next 12 months. That includes a sponsorship of the Van Gogh exhibit now at the National Gallery of Art in Washington.

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