Cap Gemini Ernst & Young  has a launched a $30 million global branding campaign.

"Cap Gemini Ernst & Young is the only major consultancy with a logo as part of its graphic identity," said Patrick Boccard, director of corporate communications. "We decided to use the logo as a central creative element to symbolize our commitment to entrepreneurial creativity and business innovation."

The $30 million campaign, which was launched Friday, was developed by D'Arcy Masius Benton & Bowles.

The campaign consists of several images that incorporate Cap Gemini Ernst & Young's icon that has been part of Cap Gemini Ernst & Young's corporate identity since the company's inception in 1967, the company said. The images include a footprint on the moon, a baby's pacifier and a light bulb.

Advertising will run in print media in 15 countries between October and December with strong visibility in trans-regional media, national dailies, weeklies, monthlies and trade press as well as in airports with billboards, the company stated.

Ernst & Young sold its consulting practice to professional services firm Cap Gemini earlier this year. The spin off was one of several to recently hit the profession.

KPMG has filed to take its consulting division public and Hewlett-Packard is in talks with PricewaterhouseCoopers to acquire its consulting business. And in August, an arbitrator's ruling split up Andersen Consulting and Arthur Andersen. Andersen Consulting recently announced that, as of Jan. 1, 2001, it will be known as Accenture.

-- SmartPros News Staff

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