Rebranding spells the end of Spin

Gestures to distance the industry from the duplicitous and manipulative behaviour known as 'spin' don't come much bigger than this.

Diary can reveal that Andy Spinoza has finally rebranded his Manchester agency, Spin Media, as Spinoza Kennedy Vesey Public Relations.

When Spinoza founded the agency in 1998, he tells us the word 'spin' was taken more to mean 'dynamic' and 'smart'. But he has become increasingly aware that the name could damage the growth of the agency.

'The "S-word" was a play on my name but this joke doesn't work any more,' he explains. 'It was fine when I was opening bars and hotels but with more and more public sector briefs it is no longer desirable.'

Spinoza reassures us, however, that he has no plans to change his surname.

PN and Bluetooth keep it in the family Champagne corks have been popping at Porter Novelli this week. The agency beat off Hill & Knowlton, Weber Shandwick and Firefly Communications to hang on to the prized account of wireless technology Bluetooth's special interest group.

But a Bluetooth press release reveals an interesting coincidence.

The name Edlund appears twice. Suitably intrigued, Diary finds that quoted PN contact Daniel Edlund is none other than the son of Bluetooth global marketing director Anders Edlund.

However, Brussels-based PN tech leader Danny Devriendt denies any conflict of interest, pointing out that he hired Edlund Jnr in 2004, well over a year after PN started working on the Bluetooth account. The Edlund family connection, Devriendt says, is incidental.

The idea to hire the apple of his client's eye occurred only after Devriendt met him in PN's Malmo office when liaising with dad. Says Devriendt: 'It is sometimes difficult for us to find people who are enthusiastic about the technology we promote. Daniel has a keen interest in Bluetooth.' Indeed.

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