No Lame Names

Last month, Adweek spoke to Steve Stone, president and creative director at Heat/San Francisco.

Q. Why do you give your agencies names rather than calling them Stone & Elder, etc.?
A. I have always wanted aplace where people could feel like they could be part of a bigger entity, to emotionally feel like they belong to something. When the partners’ names are on the door, it’s hard for people to feel a true connection that lasts.

Here’s more on Stone’s naming conventions, from The San Francisco Chronicle:

The Black Rocket founders had taken the name of a steam locomotive, Rocket, built by a British engineer, George Stephenson, that won a race in 1829. They liked the analogy: Stephenson had come from big companies, while they had come from large agencies to try to make it on their own.
“Heat,” said Stone, offers itself to “clients … who may have brands or products that have gone cold.”

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.