CAMPAIGN DIARY: Let’s hope that it won’t be Joshua’s walls that come crashing down

The problem of what to name your agency has reared its ugly head again with the launch of Joshua, the company formed from the merger of Grey Integrated and Grey Direct.

The problem of what to name your agency has reared its ugly head

again with the launch of Joshua, the company formed from the merger of

Grey Integrated and Grey Direct.



After the name comes the logo. In Joshua’s case, this was the cause of

further difficulties. Since the logo was previewed to the agency,

rumours have been circulating that several people thought the new

venture was to be called ’Jo & Hua’ - having mistaken the arty sideways

’s’ for a dash.



In a bid to dispel any ambiguity, the entire agency changed its name to

Joshua. Yes, properly, by deed poll which, as expected, wreaked havoc on

its switchboard.



One good omen was that three broadsheets ran the same picture of a

Joshua Tree on the morning of the agency’s launch. The tree had been

left untouched by a meteorite storm.



When the launch party finally came, proceedings were hampered by a neon

sign saying ’Joshua’ - made especially for the launch - which kept

overheating and burning out.



But as if sensing who was in charge, when Joshua’s chairman, Peter

Thompson, got up to make his speech, the sign twinkled back to life and

remained lit for the rest of the evening.



This could be another omen, but when Joshua knocked down the walls of

Jericho, wasn’t it just the brothels that were left standing?



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