The plural of digitas

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Some wags questioned the decision of Bronnercom executives to change the name of the marketing firm to Digitas when the company late last year filed papers with the Securities and Exchange Commission for a proposed initial public offering.
The new name was perceived by some as “vanilla” and “uninspired.” Marschall Smith, the Boston agency’s chief counsel, said the name was chosen because it sounded both “classical” and “cutting edge.”
In fact, the name is more popular than some might have thought.

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