The Danbury agency formerly known as Plaid has been acquired by Norwalk’s Source Marketing (an MDC Partners company) and will now become… Humongo.
“We feel that this new partnership deserves more than a press release. It’s a huge move. A massive combination of creative super power. If awesome were a size XL, it would be Humongo. So as of today, that’s the name of the greatest agency in all of the land,” said founder Darryl Ohrt on his Brand Flakes for Breakfast blog.
“We’ll now have the resources to grow like never before. We’ll have access to affiliate agencies that provide our clients what we can’t. Imagine a small digital creative agency with the keys to the big guys. That’s Humongo.”
The acquisition was an opportunity to create a new identity, according to Ohrt. The seven-person shop sorted through 2,000 possibilities during brainstorms. They settled on Humongo because it’s “fun to say and rolls off the tongue.” There were practical considerations to the oddball name: It avoided trademark problems and was available as an Internet domain and presence on Facebook and Twitter.
And according to Ohrt, “there’s plenty more on deck to be announced in the coming months.”
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