When I launched Marcom I did consider calling it AGP – Ars Gratia Pecuniae, which is latin for ‘art for money’s sake’ – but I reckoned no-one would get the joke, and those that did would probably take it the wrong way.
So then a rush of common sense made me call it Marcom and the rest is history.
Well, not quite, because for a year I joined up with another agency and we called it TBN – Three Big Names – as there were only two of us directors and we weren’t big names (like Messrs Saatchi et al).
No-one got the joke then either.
Moral: What makes you laugh doesn’t always work for your customers.
So here are my top Dos and Don’ts for humour in branding: