Florida Agency Changes Name

One of the Southeast’s largest independent shops, The William Cook Agency in Jacksonville, Fla., last week said it was changing its name.
The $90 million-plus agency will now be called Cook Marketing Communications. The official changeover took place last week.
“Ever since Bill Cook founded the company, we’ve held firm to two major principles,” said agency president Lura Benton. “Provide our clients with superior service and continually evolve and find new and better ways of doing business. Failure to do either of these well leads to extinction.”
Benton added that the change also reflects considerable activity within the company that might not be apparent to outsiders. That includes growth of
the shop’s public relations business, the expanding reach of its media buying services and the launch of Cook Sports, a division specifically aimed at sports-related industries.
–Jim Osterman