Brainwaves - our selection of light-reading food for thought from around the world of marketing.

Winston Fletcher

This is an article in two parts. 1) Advertising agencies used to call themselves by the names of all their founders, which could lead to accusations of poor branding (as shown in an anecdote); there is a case for saying that clients should know who their founders are, since it is their philosophy that governs the service they provide.

Big Al by any other name

Winston Fletcher

I once launched an advertising agency with the snappy name Delaney Fletcher Delaney Slaymaker Bozell. Naturally this appellation was the result of intense negotiation and compromise. Five egos had to be massaged. Mr Delaney (the first), Mr Fletcher, Mr Delaney (the other one), Mr Slaymaker, and the deceased Mr Bozell, who owned the joint, all insisted on having their monikers on the door.

A few evenings later, I was at a private dinner party with a huge client. 'How on earth', the vast one asked the assembled diners rhetorically, 'can agencies have...

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