Humongo execs go big with agency's name

I've sometimes wondered why agencies don't apply their creative energy to the ultimate sign of their brand—their names. Many still default to the law-firm convention of using the founders' names. This being advertising, ego surely comes into play. You can't say the same for Humongo, the new moniker that Danbury, Conn., agency Plaid has taken after its acquisition by MDC Partners shop Source Marketing. The acquisition was an opportunity to create a new identity, according to agency founder Darryl Ohrt.