DaVinci Is Now Synarchy

The new WPP-created agency set up to service Dell has a new name.
From Ad Age:

The new WPP Group agency designed to handle Dell’s marketing-services business is expected to be named Synarchy Worldwide, a reference to a utopian political system coined in the 18th century.
WPP could change direction if the name doesn’t pass legal muster or translate well into the various international locales in which it operates. But according to executives familiar with the matter, it looks like the holding company will lean on a relatively obscure political theory to describe one of the ad world’s most closely watched experiments.
In the context of political theory, synarchy means a lot of things. The Wikipedia entry for synarchy runs through a history of its use including applications in Mexico, China and France. The entry quotes from a book on Vichy France that had an account of French industrialists who saw Nazi Germany as alternative to Communism: “Many of them had extensive and intimate business relations with German interests and were still dreaming of a new system of ‘synarchy,’ which meant government of Europe on fascist principles by an international brotherhood of financiers and industrialists.”

According to the article, Landor Associates helped with the name and the logo. I still like DaVinci. Synarchy sounds like one of those made-up words that firms like Landor love to invent.

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for TalentZoo.com. Dan published the best of his TalentZoo.com columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.

Comments

  1. fortyver says:

    Oh, Good Lord. Please stop the stupid. The money bleed that paid for that name just kills me. This project is doomed. Really doomed.
    There is nothing smart or sexy about this project. I am not a hater, just a realist. Stop trying to be cool. It is Dell we are talking about.

  2. Peter Himler says:

    Actually, Ad Age jumped the gun on the name. Synarchy is only one of several names being considered by WPP. No permanent name has been chosen.
    Peter Himler
    Project DaVinci