Andersen Consulting launched a new $38 million global advertising program aimed at furthering and reinforcing its internationally-recognized brand, in South Africa yesterday. Introduced in the United States and Canada over the weekend of January 3 and 4 during live television coverage of the Andersen Consulting World Championship of Golf finals, the program will ultimately be rolled out in television and print media in 30 countries in 1998. "Our latest advertising conveys Andersen Consulting`s established messages in a fresh and innovative way," said James E. Murphy, global managing director for marketing and communications. "By pointing to the rewards available to those who work together to align their strengths, the new program dramatizes what we do every day for our clients -- namely, helping them to succeed by integrating their strategies with their people, processes and technology." The program, entitled "Birds," features television and print advertising developed by Young & Rubicam Inc., the global communications firm. Filmed in the Canadian Rockies, the commercial uses state-of-the-art special effects to create the image of hawks flying uncharacteristically in formation toward a pristine mountain lake, where they see an impressive prize, a glistening salmon -- a reward much larger than any of the birds could have achieved acting alone. Continuing in the tradition of "Shark," "Museum" and Andersen Consulting`s other award-winning advertisements, "Birds" uses a simple metaphor, a surprising story and striking production to deliver the Andersen Consulting`s core strategy -- business integration. Like its predecessors, "Birds" utilizes symbolism and story elements designed to have impact across a global audience, while its originality and cleverness embody Andersen Consulting`s resourceful, far-sighted and creative approach to helping clients. As in the past, Andersen Consulting expects this program to contribute to growth in awareness, understanding and differentiation among its target audience. More importantly, worldwide revenues grew more than 25 percent in 1996, a faster rate than that of the consulting industry overall. Final figures for 1997 will be released in early March, and all indications point to another strong year. Over the years, Andersen Consulting has been recognized globally for the effectiveness and creativity of its advertising program. At the New York Festivals for global advertising and marketing effectiveness on January 23, Andersen Consulting won the gold/first prize in the AME International Award`s corporate image category. Andersen Consulting`s list of awards also includes the 1996 "Plan of the Year" award from MediaWeek, "EFFIE" awards in 1993 (gold) and 1997 (bronze), a "Best Campaign aimed at business audience" award from Media & Marketing Europe in 1996 and 1997, a silver prize from the European Association of Advertising Agencies for pan-European advertising effectiveness in 1996 and 1997, a 1997 silver prize for corporate advertising from Japan`s Ministry of International Trade and Investment, Business Week`s Award of Excellence in 1992, 1994 and 1997, and a 1996 award as Forbes ASAP`s most effective advertiser. M&M Europe has placed Andersen Consulting`s campaigns among its all-time list of Top 10 Advertising Campaigns. Along with being the first in the professional services category to use television advertising, Andersen Consulting has been a pioneer in the use of other initiatives to build its global brand. On January 15, Andersen Consulting announced its exclusive sponsorship of the historic exhibit Van Gogh`s Van Goghs: Masterpieces from the Van Gogh Museum, Amsterdam at the National Gallery of Art, Washington, D.C., from October 4, 1998 to January 3, 1999. The seventy-painting exhibit will be the largest survey of Vincent van Gogh`s career outside The Netherlands in more than a quarter of a century, and demonstrates Andersen Consulting`s global commitment to the arts. Andersen Consulting is actively involved in supporting other high-profile events, most notably its successful three-year sponsorship of the Andersen Consulting World Championship of Golf. The January 4 championship match for this international individual match play tournament was broadcast to more than 140 countries. Andersen Consulting is a $6.6 billion global management and technology consulting organization whose mission is to help its clients change to be more successful. The organization works with clients from a wide range of industries to link their people, processes and technologies to their strategies. Andersen Consulting has 51,000 people in 47 countries. Its home page address is www.ac.com.
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