Mad Dogs: a silly name with staying power

Like Ann Mack [“The Born Identity,” May 12], I was amused by the recent vogue for funky agency names. Like open-plan offices, casually dressed principals, tattooed account planners and nanosecond turnarounds, it’s one of the things the dot-gones left behind. At Mad Dogs & Englishmen, we had all of those things before the bubble, and still do. And we still have a silly name, in spite of the many suggestions over the years from well-meaning industry luminaries that we should change it. But we can’t. We love that everyone at the agency considers themselves to be Mad Dogs. We love that people expect to find dogs at the office, and do. Most of all, we love the kinds of clients the name attracts. We didn’t necessarily start out to create a brand, but the name made it happen.

Perhaps the first silly name for an agency was Grey—inspired by the color of the walls, not the names of the principals. And that created a fine brand as well. Which goes to show, it doesn’t have to be silly to be an effective alternative to a list of last names.

Robin D. Hafitz
Mad Dogs & Englishmen
New York

For the Record: Fox’s The Simpsons will begin its 15th season, not 14th, this fall [Upfront Report, May 26]. In the same issue, a news story about Doner closing in Baltimore misidentified Scott Rasmussen as a creative director at MGH Advertising. He is chief creative officer at Carton Donofrio Partners. In a Shoptalk item on the launch of cable TV channel Fuse [May 12], a quote was inadvertently attributed to Fuse spokeswoman Sally Struthers due to client error. Fuse had not received Struthers’ approval to use the quote, and it was not included in the campaign.

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