Summary: There was a time when most if not all advertising agencies went by the names of their founders; Ogilvy and Mather, J Walter Thompson, Doyle Dane Bernbach. Then, of course, folks shortened the names to mere initials: O&M, DDB, JWT. Now we have all but jettisoned names and initials for catchy monikers. But why?

Summary: There was a time when most if not all advertising agencies went by the names of their founders; Ogilvy and Mather, J Walter Thompson, Doyle Dane Bernbach. Then, of course, folks shortened the names to mere initials: O&M, DDB, JWT. Now we have all but jettisoned names and initials for catchy monikers. But why?