Holding companies in battle of odd names

It’s a dire time for agency names. While some still slap the founders’ names up on the door, others are getting creative, with mixed results. Let’s pause for a moment to remember Synarchy, the trial balloon for WPP Group’s Dell agency. That name was quickly shot down by blogs. WPP settled on Enfatico, which I guess is at least cheery. Publicis is rolling out a new ad platform thingy it’s calling VivaKi. It almost makes you want to put an exclamation point on the end. According to Maurice Lévy, the name is a combo of “viva,” meaning “life,” and “ki,” apparently meaning “energy flow.” How do you feel about it?

—Posted by Brian Morrissey