Accenture Middle East has officially opened its doors in Dubai for the first time with its new name, the company announced. The latest development in the global $10-billion company, previously known as Andersen Consulting, signifies the core of Accenture's Middle East transformation from a traditional consulting organisation into a member of the global network of Accenture businesses, spanning consulting, technology, outsourcing, alliances and venture capital, said a company spokesman.
"We have begun the first page of a new chapter in our history, as we continue to rewrite the rules of the consulting industry," said Joe Forehand, managing partner and CEO of Accenture. "This new chapter will tell the story of a firm that grows to become one of the world's leading companies, bringing innovations that improve the way the world works and lives."
An extensive regional marketing campaign has begun in the Middle East to establish Accenture firmly in the minds of clients, employees and potential recruits. It is the local extension of the ambitious $175-million offline and online advertising campaign that Accenture launched across 46 countries around the world from the beginning of this year.
"Accenture has been part of the business community in its previous incarnation for over 10 years in the Middle East, with particular strengths in the financial services, communications and high technology and energy sectors," said Maher Kaddoura, general manager of Accenture Middle East operations.
"We have now shaken off the old consultancy name to allow us to broaden our horizons. We can now provide our customers with a wider array of services, and through our 'network of businesses' model, we can partner with customers and other allies to create whole new organisations, with brand new capabilities."
Accenture is bringing its international strengths to organisations within the Middle East, and also taking ideas from the region and helping them become global successes, said the company spokesman. He cited as example iHilal, the Islamic financial website, to which Accenture is contributing its business incubation expertise to take it to new markets world-wide.
"Under the Accenture network of businesses strategy, the firm is delivering an expanded range of solutions and services to clients through the consulting and outsourcing business, new operating companies, and through alliances and investments in ventures that employ innovative new technologies and business models," said the spokesman.
In the last 12 months, Accenture has established 25 business launch centres around the world, launched four operating companies, such as Avanade with Microsoft, and invested in 33 companies through Accenture Technology Ventures, the organisation's venture capital unit.
"The real power of the new Accenture organisation is the synergy between our traditional consulting and outsourcing business with its channel strength, relationships and proven solutions and the firm's venture capital business, operating companies and alliances with their emphasis on new technologies and business models," said Kaddoura.
The company explained that Accenture was a coined word that connoted putting an accent or emphasis on the future, just as the firm focused on helping its clients create their future.
"Accenture is a youthful and dynamic expression of the firm's new marketplace positioning as a bridge-builder between the traditional and new economies."
