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| emily'stoybox, barbs, erotica, steve, adam goldberg, feature film action/adventure, don mcgovern, huessin, seth green, charlie croker, tupac video, alcohol, hotlinks, | Founder-named names also have the problems that name development they: are chosen primarily to stroke the egos of the founders demonstrate a complete lack of creativity by a creative agency all sound alike ultimately result in clients demanding name development face time with the principals. It’s all bad. And now these names just demonstrate “old school” — even the clients are tired of them. Of the new batch of names, our favorite is Mother, because it works on the greatest number of levels and is at once benign and comforting and completely name development outrageous. Here is just some of the collective consciousness that Mother taps into: den mother earth mother fairy god mother love your mother mother and child mother and son mother ann mother bulb mother bunch mother cabrini mother carey’s chicken mother carey’s goose mother carey’s hen mother cell mother child relations mother church mother clap mother colony mother complex mother country mother cyst mother douglas mother earth mother figure mother goddess mother goose mother goose rhymes mother hen mother house mother hubbard mother hubbard clause mother huddle’s oven mother india mother instinct |
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| The big agencies also face hip, new rivals, which have pounced on the opportunity to steal business. Those boutiques use their oddball names - like 180, Amalgamated, Mother, Nitro, Soul, StrawberryFrog, Taxi and Zig - as branding charlie croker devices to signal they are not about business as usual. These so-called “oddball” names do quadruple duty — they demonstrate a different mindset and approach, they are less confusing, and they provide the agencies with a wealth of imagery for years to come in their own promotional campaigns. Such charlie croker names also end the endless problems that ad agencies charlie croker named for founders incur when there’s a shake up at the top. The problem with a name like, “Bartleby, Scrivner, + Budd” is that when Bartleby is sacked for ethical transgressions that make their way into Adweek, the agency suddenly becomes Scrivner, Budd, Typee + Omoo, until of course the lusty affair between Scrivner and Typee culminates in a full-blown sexual harassment suit. |
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