Oh joy of joys. At last someone in authority (Campaign, 13 October) has
recognised the idiocy of agency names that end up as a look-a-like
strings of initials. It’s a foregone conclusion that Ammirati and
Puris/Lintas will end-up as the anonymous and seriously bland, A&P/L.
When we started Marsden Grant, we wanted a corporate name that, didn’t
need to be shortened; didn’t refer to individuals; had the rhythm of two
consonants, then one to two consonants (consider how many well-known
names follow this pattern or are shortened to achieve it:
Abbott Mead, Duckworth Finn, Rainey Kelly, Bartle Bogle); and was easy
to spell and straightforward.
As a result, Marsden Grant has never been shortened, always gets the
full name check and will never have to accommodate ego-trip name
extensions, or deletions.
Chris Ogilvie-Taylor, Marsden Grant, London EC2