NewCo, the 120-strong unit launched by Omnicom in September and dedicated to the $400 million (€462.5m; £282.6m) PepsiCo food and beverages account won from Foote Cone & Belding, has finally settled on its own branding.

Five months on, NewCo, a temporary moniker beloved of lawyers when setting up a new venture under the wraps, is no more. Sound the fanfare for Element 79 Partners – so called because element 79 is the chemical symbol for gold.

In keeping with the aura of Aurum, the shop’s elevator doors have been repainted gold and its top – er – brass are now adorned with gold neckties. The golden tidings were relayed in purple prose to the staff on Wednesday during a celebration in the shop's 33rd floor conference room.

According to president/ceo Brian Williams, the gold-related name “reflected the values, character and nature of our organization. We wanted to be associated with the golden rule because that is one of the ways the Quaker [Oats – now a unit of Pepsi and the portal through which Omnicom secured the consolidated Pepsi business] account was run over time. We want to be held to a higher standard, a gold standard to reflect the confidence, trust and loyalty between our clients and this agency. We also want to put more gold into our clients pockets.”

Data sourced from:; additional content by WARC staff