September 3, 2007 8:28 PM
WestWayne Changes Its Name. It's Now "22Squared"
The Atlanta agency with a penchant for hiring CD's out of Fallon has changed its name.
Why 22Squared? Apparently, because the agency believes in "marketing brands the same way people make friends." And according to the website, everyone makes, on average, 484 friends in a lifetime. 22 squared=484. Get it?
I wish they'd showed a little more of that friendly side last year, when I was supposed to do some freelance work for them, which was arranged with the help of a recruiter, and they canceled without ever notifying me.
Posted by danny g
Comments (4) | View blog reactions
I'd love to read a study of name changes at major businesses and how they correspond with profit/loss, new management and other major influencers. Especially in light of GSD&M tacking on "Idea Farm" to their name while Wal-Mart slips out their backdoor. Other than getting WestWayne in the news for a hot second, will 22Squared bring about new activity?
Sounds like an internet start up name. Advertising and math? Whatever.
I have a friend who "escaped" this place, but still keeps in contact with some of her former employees. The best barometer of any shift like this is to get a read from the working folks. The current employees don't get it, don't know why the change was made, but fear telling the mad scientists who concocted the potion. As one employee commented (getting this second hand), "it's just an attempt by wayward management to create some chicken salad out of, chicken ----". You get the picture. Interesting comment by one blogger who mentioned GSD&M. They too have a "new positioning". Perhaps this is a standard tactic for an agency who has lost it's way. Are we seeing a pattern here? Maybe they can hire Pat Fallon who was recently featured in a story in the trades. Another agency that seems to be in death spiral, but they're much more famous this little shop in the south. Might as well hire Pat to run the show, they've tried hiring every other Fallon creative person that backfires everytime. Hey creative people, when you leave Fallon and go to West Wayne, I mean 22 Squared, where do you go from there? Just curious.
Just a couple of clarifications:
Luke Sullivan went to GSD&M after his stint at WestWayne and is now CCO. WW must pay a lot, that's all I'm saying.
More importantly, Pat Fallon is NOT a creative person. If he was the place wouldn't have gone through 7 ECD's and would still be burning bright like the other 4 creative giants of our time (Crispin, Wieden, Goodby and TBWA/CD). Who, coincidentally, are all run by CREATIVES which is what we're in the business of doing.