Agency names still sounding like law firms
—Posted by Brian Morrissey |
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Six years ago when Tim McHale and I started our company, lots of people expected us to argue over which name would come first on the door. I think we surprised everyone by picking "Underscore Marketing."
Posted by: Tom Hespos | Apr 9, 2008 2:15:51 PM
Think the name game also applies to architectural firms. Yeah, ego -- immoratlity? -- does play into it.
On the upside, having a name on the door can be viewed as more stable and safe, more mainstream, and less easy to be subjectively judged. (What you think may be a good term for a firm may not click for another).
Still, if you're in marketing, what better way to show off one part of your expertise than coming up with a good company name?!
With a last name like Driehorst, if I ever started my own firm, I'd spare my wealth of clients and sign-makers from having to spell or pronounce it.
-Mike
Posted by: Mike Driehorst | Apr 9, 2008 2:25:23 PM
On the other hand, service firms (advertising, architecture, law, etc) all depend heavily on trust and accountability and effort. What name could anyone possibly choose for an agency that would better say "I'm responsible for what we do"? What bigger personal risk is there than putting one's very own name on the door and their reputation on the line?
I think ego is involved, but please don't discount the desire of the entrepreneur to communicate their true, sincere and total commitment to their business.
Posted by: anonymous | Apr 9, 2008 4:31:30 PM
Strawberry Frog is cool. So is Razorfish. Or Mother. But I also like Goodby Silverstein. And Droga5. And Butler Shine. And Crispin, Porter. And R/GA...
Posted by: Steph | Apr 9, 2008 5:37:24 PM
Sometimes it just easier for former clients to find you if your name is on the door.
It's worked quite well for us -- TantilloOsborne.
And just as important as your name is your positioning tagline. Our's is "Advertising without the agency".
You'd be surprised at how many clients hate agencies.
On second thought, maybe you wouldn't be so surprised.
Posted by: Joe Tantillo | Apr 9, 2008 6:18:04 PM
In advertising its who you know who went someplace else that brings in business; sometimes clients who hate the name on the door will work with an agency because they like somebody down the chain who they've worked with. So cool names don't mean a thing to bringing in business nor do cool ads (for the agency). Good work & better yet, good relationships are the key.
Posted by: jerry | Apr 9, 2008 11:14:09 PM
I have never understand why firms that boast at having a high level of creativity can't find creativity for themselves.
People love creativity, and the respond to a creative name...my studio's name is Holy Cow Creative and I have many clients that exclaim "Holy Cow!" as soon as they see me or pick up the phone, it's truly become my name...
To me a creative firm without a creative name is like hiring a cleaning service who has a dirty office.
Shoot...hire another creative firm if you don't have the time, but practice what you preach.
Posted by: Michael Buckingham | Apr 9, 2008 11:55:11 PM
Omaha Poker players will tell you that AKQA stands for Ace-King-Queen-Ace, great starting hand, needless to say.
Posted by: Tom Messner | Apr 10, 2008 12:05:59 AM
god this is lame.
Posted by: John | Apr 10, 2008 12:23:11 AM
Beware, they can sue your asses off because of these derrogatorry comments.
Posted by: Smith and Johnson Attourneys at law | Apr 10, 2008 1:50:24 AM
Smith and Johnson can't even spell attorneys. I wouldn't want you representing me, but reckon I'd have a chance if you choose to sue my ass off, as you so eloquently put it.
Posted by: | Apr 10, 2008 6:15:36 AM
Agency Added, I liked.
http://www.dictionaryofwebcontent.com
Posted by: JohnT | Apr 10, 2008 8:13:24 AM
we wanted someone's name on the door, just not ours, so we named our agency 'The Archer Group' after a fictitious Bob Archer. He has a blog and everything. Clients seem to like the inside joke.
Posted by: lee mikles | Apr 10, 2008 2:23:19 PM
