DIARY: I’m only a punter but...

It never ceases to amaze me. Some of the best creative talents in the country are cooped up in these agencies, but can they name themselves - God, no!

It never ceases to amaze me. Some of the best creative talents in the

country are cooped up in these agencies, but can they name themselves -

God, no!

Ad agencies are getting to sound far too much like accountants for my

liking, but then you wouldn’t expect an accountant to have an

interesting name, would you?

I’m talking about the severe lack of imagination among agency owners.

When naming a company there are two options: name it after yourself, or

think of something original. Which of these have our leading creative

minds opted for? The dull, egocentric one.

OK, so the people who run these places have put in a lot of time and

effort to establish them, but do they need to name them after

themselves? Even if this is excusable, and maybe it is, after a while

they bring chums in and the names become endless. Duckworth Finn Grubb

Waters, take note, is not catchy and it’s not classy, either.

I feel sorry for new employees of these agencies who, finding themselves

at a party, are asked who they work for. I can’t say I would like to

name half of these places, in full, by memory, after several Buds and

half a bottle of gin.

But that’s not all. Half of these companies don’t even have the word

advertising in their names - a gold star to Hamish Pringle’s K for that

innovative insight. One of the first rules in advertising must be to say

what you are selling. What would Kellogg’s be without Corn Flakes? Just

another name?

Let’s start making an effort here. A bit of originality would not go

amiss. You are paying those creatives. Make them get their minds around

this problem - I’m sure they could handle it. The funnier the better.

Let’s have some slogans, even. It’s about time this accountants policy

was left way behind. Give the agencies names that reflect the atmosphere

inside - first one to call itself Under Pressure Advertising wins a


Just a suggestion, but you could start gently by naming your agency

after your first name instead of your last - John’s Advertising sounds

so much more honest.

But, then again, I suppose if it worked for Marks and Spencer, why

shouldn’t it work for you?

Send your rant to the Diary Editor, Campaign, 174 Hammersmith Road,

London W6 7JP


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