Sir Frank looks over the rainbow for inspiration in naming new agency

by Jennifer Whitehead, Brand Republic 30-Jan-06, 06:00

LONDON - Sir Frank Lowe has drawn on inspiration from 'The Wizard of Oz' for the name of his start-up agency, which is to be known as The Red Brick Road.

The Red Brick Road will be based on Beak Street, in London's Soho, and has an official opening date of March 1.

The name refers to the road that Dorothy chooses not to follow at the beginning of 'The Wizard of Oz', instead deciding to "follow the Yellow Brick Road".

There has been much speculation about what it would call itself -- particularly about whether the Lowe name would somehow find its way above the door at the agency, which has poached the £45m Tesco account.

In the end, it was the friend of one of Sir Frank's children who provided the idea.

"Inspiration for the name came from Camellia Wood, a 19-year-old Montessori school teacher from London, who discussed with Frank the idea of what might have happened if Dorothy had followed the red brick road instead. They agreed it should be the name for the agency," the agency said.

Meanwhile, at Lowe London, the naming game continues with speculation that executive creative director Ed Morris and chief executive Garry Lace will get their names above the door. Morris had been set to leave the agency to join Sir Frank, but was persuaded to stay last week with a £1m-plus golden handcuffs deal.

It is also believed that the Lowe name could be dropped -- a move that would no doubt satisfy angry Interpublic executives who have accused Sir Frank of contract violation in setting up The Red Brick Road.

Sir Frank is being joined at The Red Brick Road by former Lowe chairman Paul Weinberger and creatives Sam Cartmell and Jason Lawes. He has also lured two senior executives from DDB London -- Paul Hammersley, former chief executive, and David Hackworthy, who was chief strategic officer.

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