DIARY: Southern client 'bias' triggers NP name rethink

Evidence has emerged of some shocking anti-northern bias among prospective southern clients.

NP managing director Nick Brown, who last year rebranded his agency from Northern Profile in a bid to overcome southerners' prejudices, says: 'Back in about 1997, when we started winning national business, most London clients called us NP - they didn't want to admit to CEOs they had hired an agency from north of Watford.'

In a recent pitch, Brown, who stresses the agency is proud of its northern roots, was asked by a potential London client whether NP stood for 'National Profile'.

Brown conceded it wasn't before registering the name for future use.

Does another rebrand beckon?

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