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 (DDB) 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 (DDB) 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 pledged to donate 30 per cent of its revenues to charity.
Estavillo, who took the helm of the agency last September, has assembled a new senior management team which includes Yap Pow Hoong, who joined from DraftFCB in February as ECD and, more recently, Tarina Rallan from Lowe India as head of planning.
Long Yun Siang has been promoted to general manager, while Ng Wan Hoon assumes the role of business unit director. More hires are expected to complete a revamped team in the coming weeks.
Milk+Co will continue to operate within the Foetus Group, which includes Naga DDB, DDB PR, Beyond Events, Rapp Collins and Vizeum.
