DIARY: B2B group pledges to keep pop-tastic name

Last week, Diary was alerted to the existence of the wonderfully

monikered ABBA.

No, we don't mean the Swedish 1970s pop heroes, we mean the Association

of Business to Business Agencies.

Do waggish callers thank them for the music after being put on hold? Do

they send out an SOS on behalf of agencies, or urge the business

community to take a chance on them?

ABBA is based in Macclesfield not Stockholm, and general secretary Olwyn

Bloor is determined to keep the name, despite conceding that Benny and

co got there first.

'Yes it does sound strange when we say, 'Hello, it's ABBA here', but we

are for business-to-business agencies so we are staying with the name,'

she said, without cracking a smile.

As for ABBA's members, they seem almost oblivious to the musical


McCann-Erickson business-to-business communications MD Edward Fitzgerald

reveals in a recent press release: 'I want ABBA to be very successful,

as the group mirrors everything we are setting out to achieve.'

For goodness sake put the flares away Ed, they split up years ago.

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