The quest for an original moniker has led many a company down
unusual lines, creating and combining words in the hope of finding
Major organisations have responded with the likes of Accenture and
Consignia, but the PR industry always tends to come up with something a
little more interesting.
MacLaurin, for example, has eschewed traditional tactics (such as using
the founder's initials), rebranding online arm POWonline as the quite
Explaining the decision, director Colette Flanagan, who will lead the
Hyperjuju team, put the name down to 'a lack of available domain
The title derives from a combination of 'juju', which the dictionary
says is 'an object supersitiously believed to embody magical powers',
with 'hyper', 'added to represent the internet', according to
The decision to change the name of the five-strong team sees MacLaurin
continue its February rebranding, dropping the Powerhouse name carried
over from the acquisition of the latter agency four years ago.
'The trend will continue as there are no sensible names left,' predicts
Flanagan. OrangeAfro, NetGoGoGo, and PromoYumYum: your debut awaits .