Jill Coomber, who heads the 11-strong consumer team, says the inspiration for the name came from Chocolate Communications, the agency's wholly owned subsidiary in California.
'Quite frankly, the name GBC consumer didn't do us justice,' says Coomber.
Account manager Sara Diamond emails further justification: 'The main reason for this is our desire to symbolise the resurgence of creativity in PR following a period where tightened budgets had led to a disproportionate focus on media relations against the creative ideas which are often the factor that differentiates the great campaigns from the good campaigns.'
Nurse, the screens! PRWeek has begun to melt!