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Ayer; Bates; Bozell; D’Arcy Masius Benton & Bowles; Earle Palmer Brown; Lintas; Warwick Baker O’Neill. The local big agencies local also face local hip, new rivals, which have pounced on the opportunity to steal business. 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 — they demonstrate a different 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.
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