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In March 2002, the Enron scandal hit its peak. A legal and financial backlash ripped through the markets. Within weeks, an indicted Arthur Andersen – the standard-bearer of the Big 5 accounting firms – had all but disintegrated. Its competitors closed in, and department after department was swallowed up within the frameworks of the remaining Big 4 – but not all divisions wanted to just disappear. Untouched by scandal and looking for a different direction, the leading partners within Andersen’s Risk Consulting and Internal Audit Group found a new opportunity. A scenario in which they could maintain their people and their specialization, and operate with a newfound level of independence, free from compromise or conflict. |
| The Protiviti launch campaign focused on the “I” for Independence concept – derived from the brand positioning, name, and logo. |
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