“What’s in a name?”

Every month, I literally work with hundreds of agencies. I surf their web sites, learn more about their teams and scope of business, and welcome many to the “Traffic Patterns” community.

I’m continually surprised, and fascinated, by the names agencies assign themselves. Names including, “Marketing,” “Design,” “Advertising,” “Communications,” and “Creative” are fairly common. Many include (or are a combination of) principals’ names. Some of the most well-know agencies in the history of advertising have followed this format:

Ogilvy & Mather

Leo Burnett

McCann-Erickson

A quick review of the top 2008 Inc. 500|5000 Advertising & Marketing Companies yields many more.

I’m finding that an increasing number of agencies are branding themselves with very unique monikers. Here are a few of my favorites:

A Looking Glass

Ant Hill

Basement

Blue Pig Advertising

Door Number 3

KOI

Liquorice

Machete

Red Head

Say It Loud

Spoon

Think

White Tangerine

Are unusual names such as these more memorable than their “safer” counterparts? I’m not sure. But, I’ll tell you one thing, I’ll not forget “Machete” any time soon!

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