Case Study

Andersen Consulting's global brand campaign

20 pages
October 1999
Reference: IMD-5-0551

In November 1998, two months after the new global brand advertising campaign (entitled “Constellations”), Jim Murphy, global managing director for Andersen Consulting is assessing the global branding campaign as well as determining what Andersen Consulting needs to do next. The case allows for discussion of the role of global branding & advertising for consulting services. The case also highlights the difficulties of balancing the local marketing needs with a global branding effort. A videotape is available to show the history of advertising at Andersen Consulting from 1989 to 1999 as well as the Brand Launch to Andersen partners internally on June 10th, 1998.

Global Branding, Consultancy
Field Research
© 1999
Available Languages
Related material
Teaching note, Video
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]


Research Information & Knowledge Hub for additional information on IMD publications

Discover our latest research
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics