Our team wanted the new brand and enhanced product offering to have a real differentiation. We wanted the new incarnation of the agency to really stand out from the crowd, cut through the market noise and be memorable for all the right reasons.
Traditionally, on first appearance, research agencies tend to be rather dry in their naming convention. We decided that we wanted research and knowledge to underpin everything that we do.
We also wanted a name that was complementary to our existing integrated communications delivery – our creative, digital and business services. Most importantly, our name has to be noticed and be remembered. We also wanted something that sounded rather cool and reflected the personality and mindset of the agency.
The spark for inspiration came at a photoshoot a few years ago from Owen Pacey, owner of Renaissance London and expert photographer Ray Main.
Based in an Old Street Victorian Pub, Renaissance has built a fine reputation as one of the foremost dealers, restorers and experts in antique fireplaces. Owen also stocked doors from a casino in Las Vegas, a gilt mirror from the George V Hotel in Paris and Art Décor doors from Harrods. Importantly, Owen also had a pair of magnificent fire dogs set in the hearth of a grand fireplace.
Explaining the role of a fire dog, Owen got us thinking…
What are the values that would get the agency noticed and fitted with the way we like to do business. Loyalty, passion, enthusiasm and a good friend to have by your side when you need them the most. We also added inquisitive, smart, playful and able to sniff out opportunities to our list of characteristics.
FireDog Research. A hopefully a name that stands out on a list and an agency that you’d be comfortable working alongside.
So… a big thank you to the inspiration of Owen Pacey, lensman Ray Main and our Creative Director Rick Chung.