Andersen Consulting signs up for first TV sponsorship

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LONDON -- Management and technology consultancy Andersen Consulting has signed its first ever TV sponsorship deal: it will put its name to CNN International's new feature program "Pinnacle Europe" that launches November 2.

The sponsorship will run across Europe and feature opening and closing billboards and spots from the company's global ad campaign. The ads, through Young & Rubicam, feature musicians and dancers depicted in different works of art through periods of time who suddenly come to life and blend together to perform as one - a metaphor for the consultancy's ability to integrate the different parts of its clients' businesses and their needs.

Andersen will also sponsor the newly-established Pinnacle Europe Web page ( Financial details of the deal were not disclosed.

Pinnacle Europe is a 30-minute series aimed at introducing viewers to the "real people" shaping the business and financial world. Profiles of prominent European business leaders promise to give an insight into their lives and how they have built their careers as well as how they have developed their business strategies, vision and philosophies, CNNI claims.

CNNI says executives lined up include Richard Branson, president and CEO of the Virgin Group in the U.K., Daniel Vasella, CEO of Novartis in Switzerland and Francesco Trapani, CEO of Bulgari in Italy.

"This is an exciting and important brand-building initiative for us," says James E. Murphy, worldwide managing director of marketing and communications for Andersen Consulting. "We are always looking for new ways to extend our message and we see Pinnacle Europe as an ideal vehicle to communicate with a wide variety of senior decision-makers whose responsibilities take them to the Continent's key markets."

Andersen Consulting is a $5.3bn organization, employing more than 44,000 people in 47 countries.

Copyright October 1997, Crain Communications Inc.

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