The PRWeek office was last week deluged with calls from staff, all eager to stress the significance of the official announcement of the name-change - which was revealed in PRWeek more than a month ago (9 January).
When the press release duly arrived, we were intrigued to see the agency, despite ditching the 'Stunts', has trademarked the term 'Cunning Stunts' because it believes it to be 'recognised, acknowledged and famous'.
But has there already been a trademark infringement? PRWeek called the agency to tell staff about the north London amateur football team called Cunning Stunts, which plays in the illustrious Power league Mill Hill Division 4 (Wednesday evenings).
Cunning staffers were initially miffed but after 24 hours possibly considering legal action, agency MD Anna Carloss called to say they would challenge them to a game... of table football in the Cunning office.