Ben Mark Orlando is not an obscure vacation resort in Florida.

Instead, those three little words sited modestly above the portal of London's newest ad agency are the forenames of its three founders, symbolizing, so they assert, "a friendly agency culture".

The buddy-buddy handle also rather conveniently circumvents a legal restriction imposed by Havas on the use of the name 'Wnek' by any advertising business competing with its UK unit Euro RSCG Wnek Gosper.

The lofty-profiled Mark Wnek being one of the startup's founding trio, along with the equally stratospheric Ben Langdon (quondam European regional director of McCann-Erickson WorldGroup who walked the deep-pile plank last June) and Orlando Hooper-Greenhill, former account planning director at Duckworth Finn Grubb Waters.

According to Langdon: "The use of our Christian names is a symbol of our personal commitment to our clients and, believe it or not, the relaxed and fun culture we're determined to create in our agency."

Which latter ambience may also help defuse the fierce reputation of Langdon and Wnek, neither famed for their placid temperaments. Sadly, the aura of sweetness and light has yet to attract a single client, although BMO expect to announce their first catch before the month end.

Data sourced from: BrandRepublic (UK); additional content by WARC staff