Sep 06, 2012 at 02:17 PM
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Ad Agency Crowd-Sources Its Name Change

Ad shop, DW+H, knew it needed a new name. Rather than gather company execs for a brainstorm, it decided to open its name change up to the masses using ad creative crowdsourcing site, Victors&Spoils. The agency issued a brief and is asking for new ideas for its own name from the 6,000 or so ad minds on the site. To make things interesting, there's a $4,000 bounty to the person that can come up with the best name.

"We recognize collaboration as the new competition," said Amir Haque, Co-Founding Partner at DW+H. "We believe that the best way for us to be successful creating positive change is to engage others. The more like-minded advocates for a better world we can assemble, the better off we all are." Frank Striefler, DW+H's Chief Strategy Officer, was instrumental in the partnership with Victors & Spoils. "We believe an idea can come from anywhere so the agency rebranding exercise is open to all DW+H employees," said Striefler. "In addition we've invited Victors & Spoils to participate because we subscribe to the premise of the crowd being smarter than the smartest person in the room."

The agency provided this video as inspiration to the crowd:

PSFK has a great interview here with DW+H's founders on why the agency chose to issue a brief to the public when it came time to change their name.

More information on the competition can be found at DW+H blog.