The titular detritus of three previous mergers has been dumped by London agency TBWA GGT Simons Palmer, which today metamorphoses into the jaw-friendlier TBWA\London. Says marketing director Karen Boardman: “Our success since the mergers has been achieved by one creative agency, not four. The name change reflects this and our pride to be part of a truly creative network."

This brings the London shop into line with a global rebranding of the TBWA network, which declares that it will henceforth be known in written correspondence as TBWA\, while retaining the ‘Worldwide’ suffix in verbal communications.

The New York shop has chosen to retain its past associations, rebranding as TBWA\Chiat\Day, while TBWA GGT Direct simply adds the backslash to conform to the party line. The ubiquitous backslash, explains TBWA, signals an international presence on a par with the likes of Young & Rubicam and McCann-Erickson.

News source: CampaignLive (UK)