Langdon and Wnek resort to first-name moniker for agency

Ben Langdon, Mark Wnek and Orlando Hooper-Greenhill have announced that their new agency is to be called Ben Mark Orlando.

The agency, which opened for business this week, has been prevented from using Wnek's surname by his previous employer, Havas.

The use of the founders' first names not only skirts around Havas' embargo, but is designed to convey a friendly agency culture. Both Wnek and Langdon are famed for their fierce working practices.

Langdon explained: "The use of our Christian names is a symbol of our personal commitment to our clients and, believe it or not, the relaxed and fun culture we're determined to create in our agency."

He added: "We've had a great time working for some brilliant large agencies, but we set up this agency precisely because we share a belief that clients get better advertising if they get direct access to the right people."

To this end, the founders plan to avoid appointing middle management, and instead will consistently offer clients access to its most senior staff.

The agency has yet to secure any business, but is expected to announce its first client by the end of January.

Campaign revealed Wnek and Langdon's plans to launch a start-up last November. Hooper-Greenhill signed up two weeks later.