The news that Matthew Lutos, the chief executive and co-founder of
RPM3, has walked out has thrown up an interesting question.
In 1997, Butler Lutos Sutton Wilkinson merged with Cowan Kemsley Taylor
to create the shop. Combining these names would have proved more of a
mouthful than even the legendary New York agency Messner Vetere Berger
McNamee Schmetterer/Euro RSCG. So a more sensible solution emerged.
Rupert Sutton and Paul Cowan provided the ’R’ and the ’P’; the ’M3’ came
from Matthew Lutos, Maggie Taylor and Martin Butler.
Let’s look at those names again. Rupert Sutton, the creative director,
was fired in November 1998; Paul Cowan left at the end of last year to
do his own thing and now Matthew Lutos has plunged into the ’pursuing
other interests’ pool.
So isn’t it time the agency changed its name? We suggest M2. Which is
the motorway running between Canterbury and Rochester. Something of a
road to nowhere?