KPMG CONSULTING INTRODUCES NEW NAME

Rebranded as BearingPoint in Campaign From Arnold

By Published on .

NEW YORK (AdAge.com) -- KPMG Consulting breaks a campaign today to introduce its new corporate identity following its split from former parent KPMG.

The new name, BearingPoint, will be featured in TV, print, direct mail and interactive advertising from Havas' Arnold Worldwide, McLean, Va. The ads carry the tagline "Business and Systems Aligned. Business Empowered."

Spending was not disclosed,

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but KPMG Consulting spent $11 million in advertising last year and only $2.5 million in the first six months of 2002, according to Taylor Nelson Sofres' CMR.

Latest to spin off
BearingPoint is the latest consulting group to separate from its accounting parent and issue a name change. Deloitte Consulting announced it will change its name to Braxton when it separates from Deloitte Touche Tohmatsu by year-end, and PricewaterhouseCoopers today closed the sale of its consulting unit to IBM Corp., which will integrate it with its IBM Business Consulting unit.

The trend follows one of the more fortuitously timed name changes, when Andersen Consulting rebranded itself as Accenture, helping it to distance it a year later from the troubles of its former sibling, the Enron-plagued accounting firm Arthur Andersen.

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