Daily Diary

Misnomers for the missing Links

Posted 10/06/2008 by The Daily Diary

The exciting new law firm that used to be the least-loved parts of Linklaters are currently in search of a name – but plucking from thin air a catchy, does-what-it-says-on-the-tin sort of name, like Avocado for instance, is far from easy.

The firm has put together a three-lawyer group to come up with a decent identity, although the spin-off’s top man, Jason Mogg, admitted to The Diary last week that he would “happily accept suggestions” from elsewhere.

Partners from rival firms were only too happy to help, although the results indicate why things like law firm branding are probably best left to the bright sparks in marketing. ‘Moggie & Co’ was the reasonably charming suggestion from one Freshfields figure, while a Clifford Chance representative went for the factually accurate but somewhat uninspiring ‘Not Linklaters (in the CEE)’.

Allen & Overy conducted a mini-poll and helpfully came up with no less than three suggestions.

“So far, we have come up with ‘Jason and the Moggonauts’,” chortled an A&O partner based in the region, “’Alliance Again’ or my personal favourite, ‘SphLinx’!”

It’s still not too late to join in the fun, however.

“They are going to have to come up with something better than that,” Mogg said after your correspondent had passed on the suggestions. “I am not impressed.”