Agency Uses Another Agency to Crowdsource New Name

The debate over Santa Monica, Calif., agency DW+H's decision to use fellow agency Victors & Spoils' crowdsourcing platform to rebrand itself has unfolded predictably over the past two weeks. Detractors bemoan the de facto creative buck-passing and transparent self-promotional element ("Ad Agency Biz Finally Loses It" was Adscam's headline), while proponents applaud the shop for trying something different ("Collaboration is the new competitive advantage," V&S chief John Windsor wrote on his blog.) The prize in the competition, which is open to all and ends this week, is $4,000.