The plural of digitas

Some wags questioned the decision of Bronnercom executives to change the name of the marketing firm to Digitas when the company late last year filed papers with the Securities and Exchange Commission for a proposed initial public offering.
The new name was perceived by some as “vanilla” and “uninspired.” Marschall Smith, the Boston agency’s chief counsel, said the name was chosen because it sounded both “classical” and “cutting edge.”
In fact, the name is more popular than some might have thought. “Digitas” is already in use by at least two other online entities.
The 7-year-old Digitas organization at Harvard University is dedicated to “enhancing undergraduate life through the active use and promotion of high technology,” according
to the group’s site, digitas.harvard.edu.
A second unrelated venue, digitas.net, provides a free online showcase for contemporary artists such as Joe Overstreet, Elizabeth Murray and Debra Hill.
Smith is unconcerned. As long as no marketing or e-commerce group is called Digitas, he said the agency plans to use the name in its IPO due out in the next 30-60 days.
–David Gianatasi