British advertising legend Sir Frank Lowe has unveiled the identity of his new agency.

Not this time an eponymous name above the portal. Instead Red Brick Road, inspired by the story of Dorothy and the road she chose not to follow in her quest for the Wizard of Oz, will open its doors for business in London's Soho on March 1.

Sir Frank (65), founder of what is now known as Lowe Worldwide and part of the Interpublic Group, emerged from the shadows of his 'retirement' late last year to announce his new venture [WAMN: 05-Dec-05].

Not only has he wooed and won a number of top London agency figures to his side - but also the prized £45 million ($80m; €65m) Tesco supermarket account from Lowe's London office.

IPG, meanwhile, has also been playing the name game, toying with the idea of dropping the Lowe moniker and replacing it with the names of loyal executives.

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