The acronym made famous by Bill Bernbach, Ned Doyle and Maxwell Dane has been replaced to avoid confusion with Naga DDB, the agency’s bigger sibling.
Neil Estavillo , Milk+Co’s MD, said: “We had to change - partly because Naga is known to be bigger, better and smarter. We wanted to start afresh with a new proposition.”
Neil Estavillo , Milk+Co’s MD, said: “We had to change - partly because Naga is known to be bigger, better and smarter. We wanted to start afresh with a new proposition.”
The ‘Milk’ in the name is intended to position the agency as a nurturer of brands, while the ‘+Co’ represents the agency’s collaborative nature, Estavillo explained.
The agency has also moved to boost its CSR credentials by pledging to donate 30 per cent of its revenues to charity.
A new-look management line-up assembled by Estavillo includes Yap Pow Hoong, who joined from DraftFCB in February as ECD and, more recently, Tarina Rallan from Lowe India as head of planning for the agency.