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Bill Eisner is taking the family name off his agency in an effort to practice the branding innovation he preaches.
William Eisner & Associates, the Hales Corners, Wis., shop founded by Eisner’s father in 1959, is now Nonbox. The name is meant to indicate not that the agency thinks “out of the box,” but that it declines to acknowledge that any such box exists, said Eisner, partner and chief creative officer.
“It reflects the way the company is going,” he said.
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