Thinking up a trendy new name for a company is notoriously difficult, as the folks at the newly christened Joshua have no doubt found out.
The Grey-owned below-the line agency opted for the name of a precious new born child, which it claims mirrors the new company’s status.
The agency thought up the title itself and inevitably others got an airing. The Diary is reliably in-formed that the name Friends was a strong contender for a while.
Leafing through the Radio Times for a name for your agency is a bold, if novel, idea. We wonder what the agency view is on other TV favourites such as Panorama, Antiques Roadshow, Gazzetta Football Italia – or how about an agency called Songs of Praise?