Put Your Copywriters To Work

I like that Jonah Bloom of Ad Age doesn’t like how casual agencies and brands are about their naming schemes these days.

This week, Publicis’ shops Starcom, Leo Burnett and Digitas announced they were collaborating on a new agency that will go by the name … Insight Factory. Sounds sort of familiar? Maybe you live in the U.K., where there’s a company called The Insight Factory. Or maybe you’re getting it confused with The Idea Factory in Pollock Pines, Calif., or maybe you’re thinking of The Idea Factory from Singapore, which also has an office in San Francisco, Calif.. And then there’s Idea City, GSD&M’s new venture, which is not to be confused with Idea City (a Canadian conference) or The Idea Conference, an Ad Age event that took place last Thursday.
Surely there’s still a place for the original and evocative name, one that speaks to a company’s central premise and brand attitude. It worked for Amazon, Target, Starbucks, JetBlue, Mini and Virgin, didn’t it?

About David Burn

Co-founder and editor of AdPulp. 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. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Advertising agencies are notorious for being their own worst clients. It’s a safe bet that all these names were the result of internal committees and intense over-thinking—the very thing we complain that our clients do. Most of the good examples Bloom listed had key leaders who probably dictated the identity/name.