SAM RICHARDSON, Bless
'Let's face it, if names were meant to be taken at face value then the Spice Girls would own a chain of curry houses and Madness would be running a mental institute on Harley Street. I'd like to say the name Bless Communications was born out of the religious standing of our staff, but the 'ahhhh, Bless' sympathy vote may be nearer the mark! Our name actually came to life as the MD was in the departure lounge at Heathrow Airport on the way to organise a music project in Cyprus. She reckons that the sun was shining and she was 'feeling blessed' ... at which point she rushed straight for the dictionary in WH Smiths to find Collins describing 'bless' as 'having immense energy' and 'giving glory to a person or thing'.'
SUE CROWLEY, Kazoo
'Clients buy into people and brands. Agency names are brand symbols. The agency name Kazoo doesn't mean anything - it's a word providing an impression from which a brand value is communicated. We dreamt it up in five minutes down the pub when we pitched and won our first account, Reebok, and had to start work for them the next day. I think ours suggests contemporary, dynamic and interesting - at least this is what I would like people's take to be. Over time, that name builds its own brand values. I don't like the use of founder names, it's boring and old school; it suggests that the founders are the all important ones. The people running accounts are the important ones, certainly from a client point of view.'
GREG DAY, Greg Day PR
'When I decided to go out on my own, I gave the name of the business serious thought. By consensus we went for Greg Day PR - my name is the brand. I have been around 12 years or so now. I have built up my reputation. People know what I can and can't do. Also, I'm am not going to specialise in any area, so it is important not to promise something you can't deliver. In the last couple of years, PR has become a serious business permeating all walks of life at a very high level. PR can't afford to be flippant, laid back anymore, so that's why I wouldn't go for a name like Cow or G'Day PR as initially discussed.When I look at PR companies I admire - Mark Borkowski, Freud and others - they are all synonymous with the person behind the company, everything is quite clear. What you see is what you get.'
SIAN MORGAN, Cow
'It's one thing to name the business after yourself when you have a name like Freud. But (Sian) Morgan and (Dirk) Singer doesn't quite have the same ring to it! However, Cow has never been just about us, and naming the company after the founders would have been plain wrong. Why did we choose Cow? Firstly because we instinctively liked it. It was our first and only choice. When you think about it, it's a common word, but used in this context it makes people sit up and take notice. Cake and the ad agency Mother are examples of the same approach. Mother is a winner because it gets across the idea of a creator but it also says here's an agency that nurtures your brand. And Cow? It stands for the fact that 'Cow' is a co-owned workplace.'