Andersen Consulting is to increase its ad and sponsorship budget by dollars 100m (pounds 69m) next year as it promotes its new name, Accenture.
The management consultancy, which will be renamed from January 1, will launch an aggressive campaign created by its global agency Young & Rubicam, including TV campaigns in some markets.
Andersen spends about dollars 75m (pounds 52m) on advertising and sponsorship a year worldwide, but will increase this to dollars 175m (pounds 121m) to launch the campaign across 48 countries.
Roxanne Taylor, Andersen's director of media and analyst relations, said the advertising would play on the company's new name.
Andersen is redesigning its web site, currently at www.ac.com, but which will be at www.accenture.com from January.
The brand will seek to sponsor global sports events to support the new name.
Andersen worldwide managing partner Joe Forehand said the firm would also launch a TV campaign in key markets.
Andersen already sponsors the Formula One Williams Team and the World Match Play tennis tournament, which will take place in January in Melbourne.
Branding and identity firm Landor Associates, owned by the Y&R group, created the new identity.
The name change follows the company's split from its parent, Arthur Andersen.
The consultancy was ordered to hand back its name to Arthur Andersen as part of its independence after an arbitration ruling by the International Chamber of Commerce.
The new name, conceived by Kim Petersen, a business consultant for Andersen in Norway, emphasises the future. Forehand said: 'We are a very different organisation today than we were when we formed Andersen Consulting in 1989, so adopting a new name and brand identity is a logical step in our growth.'
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