The ad campaign, which will feature TV, press and direct marketing activity, was created by Havas agency Arnold Worldwide.
The television campaign features the US golf star Phil Mickelson and will be broadcast on cable news and golf programmes. The TV work is backed by an international print campaign, which will run in business, trade and golf publications across the globe.
The BearingPoint relaunch is designed to break all associations with the KPMG accounting firm with which the consulting arm is no longer affiliated.
Acccording to Linda Rebrovick, chief marketing officer of BearingPoint, the name was chosen because the company wanted words that were recognisable, easy to remember and not made up.
She said: "In BearingPoint, we created a brand that reflects what our clients say they value most -- a business partner who helps them set direction, gain access to the right information, transfer knowledge and achieve results for their long-term success."
The rebranding exercise follows in the footsteps of Accenture, which devolved from Arthur Andersen, and PricewaterhouseCoopers, which is to rename its consultancy arm Monday, despite plans to sell the unit to IBM, which subsequently intends to scrap the name altogether. Deloitte Consulting is also set to be spun off from the accounting firm Deloitte & Touche and renamed Braxton.
As well as the ad campaign, BearingPoint has changed 16,000 business cards and email addresses, launched a new global website and replaced 500 signs in 188 offices around the world.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .