Diary: Lowe 2: Sir Frank invites headline writers' wrath

You'd have thought that a man as experienced as Sir Frank would have known that calling his new outfit The Red Brick Road was asking for trouble. Trouble with the headline writers, that is - a bunch of individuals whose goodwill it is worth cultivating because, with just a few keystrokes, they can wilfully destroy carefully thought-out nomenclature.

Smart as Sir Frank and his gang undoubtedly think the new name is, in 72pt type it isn't going to fit easily across a typical measure - at least not if you want to fit other words in there such as "wins", "lands", "hires" and so on. Not without splitting the words across more than one line, which as far as Campaign (and most other titles too) is concerned is a no-no. Cunning creatures that they are, the headline writers will seek an acceptable abbreviation or alternatives.

What might they be? One obvious one is to dispense with The Red Brick Road and just go for Sir Frank. Trouble with that is it isn't going to endear the man to his partners who all have egos too, although not on the same scale. Of course they could go for TRBR, but it doesn't roll off the tongue, isn't easy to read (we've tried it) and sounds dull and anonymous.

Red Brick would fit better, as would Brick Road, but both run the risk of incurring ridicule. Anything with Brick in it is in danger of being added to, and not in a nice way.

Campaign's humble suggestion is ... New Lowe. It's accurate, it's pithy, it fits, and is eminently recognisable. Unfortunately, it's also capable of misinterpretation.