What's in a name? In advertising, the answer used to be "a lot," but now I'd argue it's up for debate.
Most notably, there are the "names on the door," like Alex Bogusky of Crispin Porter Bogusky (now CPB), who was named Adweek's Creative Director of the Decade for 2000-2009 shortly before exiting the industry at the height of his fame. In 2018, he returned to the agency, making many wonder if it would mark a creative renaissance for the shop. But a year and a half later, we learned today he's exiting the shop once again.
CPB's leadership says the neo-Bogusky period has been a good one financially, though I'd argue it hasn't been a creative high water mark for the agency—which, in a rare drought, didn't have any work in our lists of 2019's best ads or marketing stunts. The agency also didn't win anything at Cannes last year, though that was reportedly by design.
Waiter, there's a razor in my fish
Speaking of names, another one from modern agency history came roaring back today: Razorfish. One of the odder yet more resilient shop names of the digital era, Razorfish underwent many shifts and iterations before officially being retired last year.
In case you're keeping score at home, here's my best stab at the evolution of Razorfish's name over the years:
1995: Razorfish
2003: SBI.Razorfish
2004: Avenue A/Razorfish
2008: Razorfish
2016: SapientRazorfish
2019: [RIP]
2020: Razorfish
Which agency name would you like to see resurrected? On Twitter, @copyvet reminds us of this historic mouthful: Messner Vetere Berger McNamee Schmetterer/Euro RSCG. Come on, Havas, bring that one back YOU COWARDS.
David Griner
Creative and Innovation Editor, Adweek
David.Griner@adweek.com
