A dumb advertising move revisited.

Universally panned by marketing pundits at the time, the change of name from Anderson Consulting to Accenture a year ago seems brilliant today. Rance Crain (who in real life is not nearly as cranky as his writing suggests), explains why.


But I’m not here to malign Accenture ads. My point is that Andersen Consulting’s name change, though panned, was a colossal stroke of good luck. My vote for the real Marketer of the Year? It’s the arbitrator who forced Andersen Consulting to change its name.