Wolff Olins has come up with Monday as the new name and identity for PwC Consulting, the management consultancy arm of accountant Pricewaterhouse-Coopers.
The consultancy refuses to comment on the work. A PwC spokeswoman says responses to the name have ‘run the gamut’, but that it is ‘too early to say anything definitive’ about the reaction.
The involvement of accountant Arthur Andersen in the Enron collapse is believed to have hastened PwC’s wish to spin off its consultancy business. However, the spokeswoman insists plans for the separation were in train ‘long before’ the Enron situation.