Arthur Andersen reviews position

Enterprise IG with sister company Research International has been appointed to reposition Arthur Andersen. – The research, which is due to be completed by the end of this year, will focus on the behaviour of the company coupled with client relationships,

Enterprise IG with sister company Research International has been appointed to reposition Arthur Andersen.

The research, which is due to be completed by the end of this year, will focus on the behaviour of the company coupled with client relationships, says Enterprise IG director Mary Peterkin.

“Certainly, we are not starting with the premise that the name would change,” Peterkin adds.

“We aim to develop a truly differentiated brand positioning while building on our reputation,” says Arthur Andersen managing partner of communications and integrated marketing Matthew Gonring. The multidisciplinary professional services firm has more than 1.9bn in revenues and operates in 78 countries.

The announcement comes two weeks after sister organisation Andersen Consulting unveiled its new identity by Landor Associates in San Francisco (DW 19 June). The two became separate business units in 1989 when parent company Andersen Worldwide was formed.

Enterprise IG’s new single unified identity for Hilton worldwide was unveiled last week. The brand-positioning is built around the idea that the hotels are viewed as special places, reflective of local cultures.

The new logo will be rolled out to Hilton’s 400-plus existing properties. The hotel group expects to increase its portfolio by 20 per cent by the year 2000.

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