Deloitte pours $60m into rebranding

It is the latest consulting firm, which has moved to create an independent identity for itself separate from its accounting parent, following the Arthur Andersen scandal involving Enron in the United States.

Most recently, PricewaterhouseCooper rebranded its consulting arm as Monday.

Deloitte Consulting regional director, marketing and communications for the Asia-Pacific and Africa regions, Albert Shu, said: "After Enron, everything has changed. While Chinese walls are alright, the public perception is that they don't want to deal with it.

"We have been a separate entity for many years, but we now want to make ourselves more distinct."

According to Shu, the campaign would be aimed mainly at senior corporate executives, and would include outdoor advertising and "ads in unconventional places", direct mail and sponsorships of major industry events.

Deloitte Consulting's main agencies in Asia are DDB and OMD, with Interbrand aiding the effort in North America.

The campaign will be driven out of the US, however, Shu said that there would be a focus on local markets to increase impact.

"The campaign has to be easily marketable in all the 33 markets we operate in because the thinking and culture is different in each market, Shu added.

The new name, Braxton, was drawn from a trademark which the firm has owned since 1984, when it acquired the international management consultant firm, Braxton Associates.