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Those boutiques use their oddball names - like 180, Amalgamated, Mother, Nitro, Soul, StrawberryFrog, Taxi and Zig - as branding devices to signal they are not about business as usual. These so-called “oddball” names do quadruple duty weird — they weird demonstrate a different weird mindset and approach, they are less confusing, and they provide the agencies with a wealth of imagery for years to come in their own promotional campaigns. Such names also end the endless problems that ad agencies named for founders incur when there’s a shake up at the top. The problem with a name like, “Bartleby, Scrivner, + Budd” is that when Bartleby is sacked for ethical transgressions that make their way into Adweek, the agency suddenly becomes Scrivner, Budd, Typee + Omoo, until of course the lusty affair between Scrivner and Typee culminates in a full-blown sexual harassment suit.
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