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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.

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