Pleaaaaase!

OK, MediaPost has a sense of humor. Not sure about Publicis.

This from an article on Publicis’ new media group’s name…

“Following this week’s unveiling of Publicis’ new new media unit–Denuo–Madison Avenue is rushing to trademark a wide range of ancient dialects. “It’s a fresh idea,” boasts Stephen Feuling, making an obvious allusion to the English translation of Denuo, a Latin word, which means, well, “afresh.”

“The truth, is we were beginning to run out of ideas for fake media agency names, when it dawned on us that there are so many ancient ones available for the asking,” Feuling acknowledged, adding that Publicis toyed with but ultimately rejected Greek, Aramaic, Gaelic, Hebrew and even Yiddish phrases before settling on Latin. “None of them worked. I mean you, had to hear [Publicis media chief] Jack Klues trying to pronounce our first option, Mensch. To be honest with you, his Yiddish is almost as bad as his French. He was really fakakta, if you know what I mean.”

I love Brand names I can’t pronounce that have to be explained. Don’t you? Would you trust a re-branding assignment to these guys?