TITLE

Arthur Andersen takes wraps off global image

AUTHOR(S)
Beeler, Amanda
PUB. DATE
February 2000
SOURCE
Advertising Age;2/14/2000, Vol. 71 Issue 7, p24
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports the launch of a marketing campaign by Arthur Andersen in February 2000. Arthur Andersen is using a direct marketing campaign targeting chief executive officers worldwide as well as revamped Web site to unveil its new image as a global expert on the new economy. The endeavor to position the $7.3 billion professional services company as a resource helping clients navigate through new economic realities around the world comes after two years of business planning with Enterprise Identity Group and six months of educating employees about Arthur Andersen's new corporate attributes and business philosophy. Along with a new logo, Arthur Andersen is focusing its identity on being a global company featuring nine different market services and five brand attributes.
ACCESSION #
2780829

 

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