- The Washington Times - Monday, July 22, 2002

KPMG Consulting, which has its headquarters in McLean, has handed over its new advertising account to Arnold Worldwide.
The ad agency's McLean office will create a new brand for KPMG Consulting, which is in the process of finding a new name. The account is worth an estimated $30 million to $40 million.
The majority of the advertising work will come from the local office, but the agency also will pull from its global network to execute the branding efforts worldwide, says Ken Umansky, president of Arnold Worldwide/Washington.
ArnoldMPG, which is owned by Arnold's parent company, Havas, will handle the media planning and buying. The campaign will include print, broadcast and electronic media.
KPMG Consulting officially spun off from KPMG LLPin February 2001, when it started trading on the Nasdaq Stock Market. The new company is separate from the accounting giant, but the current name may cause some confusion still.
Changing the name will emphasize its brand position as an independent, publicly held consulting firm, says John Schneidawind, a spokesman for KPMG Consulting. Although they don't know when it will happen, company officials want the name to be created "as soon as possible," Mr. Schneidawind says. Arnold is not involved in creating the name.
Name changes are common among accounting firm spinoffs.
Arthur Andersen's consulting division, formerly known as Andersen Consulting, changed its name to Accenture in 2000. PwC Consulting said it will change its name to Monday when it completes its separation from PricewaterhouseCoopers later this year. Deloitte Touche Tohmatsu's management-consulting business, which will be sold this year, was renamed Braxton.

Patrolling the beaches
Amstel Light is blanketing 15 markets this summer thanks to Momentum Marketing's beach patrols.
This is the fifth year the District-based marketing firm has coordinated Amstel Light promotions at bars and beaches from Ocean City and Dewey Beach to San Diego and Los Angeles. The beach patrols usually last 10 weeks during the summer, but this year the campaign has been extended from Memorial Day to Labor Day.
About 35 beach patrol team members are bombarding bars with giveaways and snapping pictures of consumers. Within minutes, the pictures are printed on postcards and given to the subjects. About 100 to 150 pictures are taken during every two-hour promotion.
"We're building relationships between the brand and the [consumers]," says Brad Nierenberg, president of Momentum Marketing, which is working in conjunction with Wilton, Conn.-based Ryan Partnership on the Amstel Light Beach Patrol.
The best photos from each promotion are loaded on to www.buzz-photos.com.

More ad news
GKV Communications, based in Baltimore, kicked off a campaign on July 12 to get Marylanders to stop smoking. The $14 million, 17-month campaign, sponsored by the Maryland Department of Health and Mental Hygiene, includes TV spots and outdoor advertising in each of the state's 23 counties.
Cylix Communications of Rockville has been named agency of record for NERCP Inc., an Ohio-based manufacturer of solid plastic speed bumps and parking blocks.
SUMO Creative, a new design agency in Bethesda, is developing the overall "look and feel" of the SilverDocs: AFI/Discovery Channel Documentary Festival. The festival, set to debut in June, will present documentaries in the newly restored AFI Silver Theater in Silver Spring.
Donna De Marco can be reached at 202/636-4884. Advertising & Marketing appears every other Monday.


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