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Ad Campaign Will Introduce Braxton

By Published on .

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

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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.

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