What You Talkin’ ‘Bout Willis?

Chicago’s tallest building is about the be renamed the Willis Tower.
No this isn’t a joke. Chicago Real Estate Daily is reporting that British-based Willis Group Holdings, an insurance broker, will acquire naming rights to the landmark.
“Having our name associated with Chicago’s most iconic structure underscores our commitment to this great city, and recognizes Chicago’s importance as a major financial hub and international business center,” Joseph J. Plumeri, chairman and CEO of Willis Group Holdings, said.
Tim Nudd at BrandFreak says Chicagoans will not be pleased and “are likely to set a new bar for bitchiness.” I agree, Sears is a brand that fits Chicago. And Chicagoans are not the kind of people you toy with in this way. In fact, I dare some company to change Soldier Field’s name or Wrigley Field’s name. Sears Tower may not be as old as those two monuments, but it’s legendary in its own right. This isn’t going to go well.



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 at Bonehook in Portland, Oregon.