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There is a misconception that the name change from Andersen Consulting to
Accenture was simply the consulting firm's attempt to "hide" from the Enron
scandal. This is not accurate given the timing of events. The split from Arthur
Andersen was requested by the consulting side in 1998, and finally awarded
in 2000; the Enron scandal (starting with the reporting of the infamous "LJM
Partnerships") did not occur until well into 2001, with the scandal culminating
in the months after that.
In reality, planning for a new name was underway before the arbitration
decision was announced (Andersen Consulting partners felt that the word
"Consulting" in the name was a drawback, since the firm was moving into
non-consulting work such as outsourcing and ventures). Interestingly, internal
Arthur Andersen emails in 2001 sent to all employees discussed future plans
for Arthur Andersen to move ahead in the market with 3 names: Andersen
Tax, Andersen Audit, and Andersen Consulting now that they had ownership
over the name. Arthur Andersen was never able to revive the "Andersen
Consulting" name since it was brought down by the Enron scandal before
doing so. Accenture is typically listed in the top 100 corporate brands,[8] so the
name change appears to have been a positive for the consulting firm. The fact
that it is disassociated from the Arthur Andersen name certainly proved to be
a positive after the Arthur Andersen/Enron scandal.
In addition, Accenture was absolved and not held liable of any involvement in
the Enron scandal in court.
There is also a second story that says "Andersen Consulting" changed its
name into "Accenture" after "Arthur Andersen" had changed it into
"Andersen". Each company wanted to be seen before the other one in the
business directories where the alphabetical order is applied because of the
competitive advantage it produces.
Accenture partners voted on a new name after the result of the international
arbitration awarding Andersen to AA & Co. Accenture was one of a number of
names suggested by a marketing firm after an exhaustive search -- the name
had to be both available and be acceptable in all the countries in which
Accenture does (or did) business. There was no public discussion of the
alphabetical position of the name (which would have little relevance to
competition). The primary discussion had to do with the sound of the new
name and the source. One of the strongest factors favoring the selection of
"Accenture" was that the name came from an internal suggestion (by an
employee in the Copenhagen office), and that many partners felt good about
the source of the necessarily made up word -- taken from "Accent on the
Future". The other names considered were names coined by the naming
consultant. Many of them had a "dot.com" feel that might have had less
appeal to non-American partners, who made up 60% of the voting partners
and the meeting.
A US Andersen Consulting Partner present at the name vote states that the
names suggested by the brand consulting firm generally were "awful"..the
vote was overwhelming for the employee-suggested name "accenture"