PUSH GETS A GENTLE SHOVE

Push, the shop formed earlier this year by four veterans of the New England agency scene, has changed its name.

The Somerville, Mass., shop is now known as Rattle Advertising.

The switch quashes a potential conflict with a 5-year-old, 30-person outfit in Orlando, Fla., also known as Push.

As it turns out, bad puns aside, Push really did come to shove.

“A lawyer [for Pushin Florida] sent us aletter” asking that the agency stop using the name, said Joe Higgins, partner and creative director of Rattle.

No such problems are anticipated with the new name, which agency management hopeswill prove even more memorable and distinctive.

“We did all our homework this time,” Higgins said.

Rattle currently employs six staffers and claims total billings of about $7 million.

Along with the New England Aquarium, the agency has been working for clients such as Anne & Hope Stores, Brazilian Bobsled, Brighams Ice Cream, Emerson College and Sweetspot Media.