NEW YORK (AdAge.com) -- Deloitte Consulting announced it will change its name to Braxton when it separates from parent Deloitte Touche Tohmatsu later this year.
The Braxton name will
be introduced in October in an ad campaign from Omnicom Group's DBB Worldwide, San Francisco, which Deloitte hired in May after a review for its $50 million account. Along with the name change will be a new look for the company that will be unveiled in coming weeks.
The new name -- taken from Braxton Associates, a firm Deloitte has owned since 1984 -- was selected with help from Omnicom's Interbrand, which Deloitte hired in April to create marketing strategy for the split.
A spokesman for the management consulting firm said transition plans are still being worked on.