Diary: Maxus wins new Diary gong for name shame

A new entry for the world's worst agency name came last week with the discovery that WPP's exciting third-string agency will be known as Maxus.

Yes, the company that brought you the bizarre "MindShare" and the clumsy "Mediaedge:cia" has conceived a name which could see Aegis' Vizeum, which is, of course, a fusion of the words "vizsla" (a Hungarian hunting hound) and "tedium", knocked off the top spot.

WPP's top neologists at its in-house design and branding consultancy, The Partners, came up with the moniker. They would not return calls, so we are unable to confirm or deny reports that Maxus was inspired by Maximus Decimus Meridius, Russell Crowe's character in Gladiator, or is in fact a combination of the words "maximum" and "useless".

Despite having quietly launched the network in Asia-Pacific, Nick Daly, the global chief executive of Maxus, was also evasive. "Of course there's a positioning, but I'm not going to tell you what it is," he barked. Well, be like that.

Still, with the name conceived in-house by WPP and with the only possible capital expenditure being the £3 rental cost of the Gladiator video, WPP must have saved a small fortune. May we suggest putting this towards a few lessons at charm school for Mr Daly?

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