Letters

It’s All in a Name: Playing the Moniker Game
In the article titled “Remember My Name” [Creative, Jan. 10], I think we can all agree that agencies should proceed with caution when choosing a nontraditional name, else we end up trying to make it in the world stuck with Moon Unit, minus a famous father named Frank.
But there are also great benefits to a different name. One reason, although touched on in your article, deserves a little more attention: new business.
When choosing a name for our agency, my partners and I bandied back and forth many of the same issues mentioned in the article. Our name meant a lot to us. It needed to convey not only who we were for potential clients but also set the tone for the agency itself. We wanted something to reflect our philosophy, which is, “Never lose sight of your objective.” Thus, based on a quote by Saki–“When baiting a trap with cheese, always leave room for the mouse.”–Mousetrap was born.
With that one word, we found a name not only steeped in our philosophy but we also created one of our best new-business tools. People just have to know more about the name. Why did you choose it? What does it mean? This inevitably leads to a conversation about what we do and, more importantly, our philosophy.
Many of our leads come from unexpected places: a casual phone call, a stick-on name tag at a
luncheon, even hockey games. “Mousetrap? What’s that supposed to mean?” It’s a pretty neat trick. And, best of all, it sure beats a list of last names that no one can pronounce, let alone cares to talk about.
Lesley Kays
Operations director
Mousetrap Advertising & Marketing, Pasadena, Calif.

No mention of us in the article about agencies with creative names?
I knew we should have gone with “Constipated Monkey Mercenaries.”
Brian Gross
Chief creative officer
Nail, Providence, R.I.

For the Record: In Best Spots
of 1999 [Jan. 24], Kirk Kelley of Will Vinton Studios is co-director on the M&M’s “Switch” commercial The new executive vice president of Wish.com is Steen Kanter [IQ News, Jan. 31].