Think L.A. Takes the Name 120

Change Is Designed to Distance Shop From Parent’s Tech Image
LOS ANGELES–Think New Ideas’ Los Angeles office is changing its name to separate itself from the New York-based agency’s reputation as primarily a high-tech player.
Think further solidified its tech image last summer by merging with Miami-based e-business solutions provider AnswerThink Consulting Group. While many of Think’s offices took the AnswerThink name, the L.A. office is moving the other way–adopting the name 120 to emphasize its focus as a branding agency across all categories.
“This office in Los Angeles has always been an anomaly because we weren’t just about technology,” said director of strategic planning Gina Kida. “The digital economy is not at the center of what we do.”
The office does have its share of tech clients, including Software AG, a European software giant, which recently replaced Oracle on the roster. But the shop has always handled plenty of traditional companies, including the Los Angeles Philharmonic, Coca-Cola, GapKids and Gillette.
Susan Goodman, AnswerThink’s chief corporate development officer, said the change makes sense for a shop that has always been a strong branding agency.
“120 has tremendous credentials in Internet advertising and also has great credentials in the general market, but they’re just not well-known,” Goodman said.
The agency is celebrating its new name with a fresh victory, landing the $10 million account last week. It edged out competitors such as FCB Worldwide and Bates USA West, both Irvine, Calif., and Keen Eye International, San Diego.
“They really understood what a company like Buzztime needed to focus on to be successful,” said Mark deGorter, the Carlsbad, Calif., client’s vice president of marketing. “It was a very well-conceived integration of online and offline advertising.”
AnswerThink, with a total of 1,600 employees, operates over a dozen offices nationwide, including one in Torrance, Calif. The L.A. shop is the only AnswerThink office to opt for a different name. K