NEW YORK: Despite an overdose of coyness by the concerned parties, word around adland's parish pump is that the new agency solely dedicated to handling Dell Computer's global marketing business will be christened Synarchy Worldwide.

Synarchy is defined by the New Oxford English Dictionary as "joint rule or government by two or more individuals or parties", a description of the commercial relationship between Dell and WPP Group that likely flatters the latter.

The account, said to be worth $4.5 billion over three years, was awarded in December 2007 and kick-started on March 1. But two-and-a-half months later it still lacks a hand on the management tiller.

Meantime, although Synarchy has been registered as a trademark with the US Patent and Trademark Office, the term still needs to receive legal approval in Dell's worldwide markets – to say nothing of greenlighting its connotations across the planet's many different cultures.

Which likely explains the reticence of those concerned to confirm or deny the choice of moniker.

Data sourced from; additional content by WARC staff