New OneMonday name represents a wink to Warhol

SAN FRANCISCO - Looking to Andy Warhol for inspiration, public relations group OneMonday will change its name to Next Fifteen next month.

The name change comes after PricewaterhouseCoopers bought the rights from OneMonday to use Monday as the name of its consulting arm. But when IBM bought PwC, IBM scrapped the idea to use the Monday name. OneMonday is still bound by the agreement to change its name, and collect $5 million from PwC.

"We don't take names too seriously," said OneMonday Group CEO Tim Dyson. "But we wanted something a bit more outward looking. We looked at what kind of benefits we're trying to build for our clients. We're trying to build a more lasting, enduring brand. Andy Warhol is right. Everyone will be famous for 15 minutes, but we care about what happens next. If the world is only 15 minutes long, it's not very interesting."

Onemonday owns the international technology PR firm Text 100, Bite Communications, Joe Public Relations and Ausgust One Communications.

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