Push, the shop formed earlier this year by four veterans of the New England agency scene, has changed its name. The Somerville, Mass., agency will now be called Rattle Advertising.

The switch quashes a brewing conflict with a 5-year-old, 30-person outfit in Orlando, Fla., also known as Push.

As it turns out, bad puns aside, Push really did come to shove.

A lawyer from Push in Florida sent a letter asking the Massachusetts shop to stop using the moniker, said Joe Higgins, partner and creative director of Rattle. No such problems are anticipated with the new name—which agency managers hope will prove even more memorable and distinctive. “We did all our homework this time,” Higgins said.

Rattle employs six staffers and claims billings of about $7 million. The agency has been working for clients such as The Anne & Hope Stores, Brazilian Bobsled, Brighams Ice Cream, Emerson College, the New England aquarium and Sweet-spot Media.