Principals buys XXVI (twentysix)
Brand strategy agency Principals has acquired ‘brand language specialist’ XXVI (twentysix).
The announcement:
Principals has acquired brand language specialists XXVI (pronounced ‘twentysix’) in a bold move to consolidate their position as one of the leading brand agencies in the Asia Pacific region.
The only dedicated brand language specialist in Australia, XXVI has established a formidable reputation in the area of brand voice. Tom Brigstocke MD of Principals, sees the marriage as a natural fit.
A “brand language specialist” whose company name is so obtuse that it requires a guide to its pronunciation. Awesome.
Didn’t seem too obtuse to me – it’s a pretty spot on name for a brand language specialist – but then again I guess Anonymous you’d need to be told there were 26 letters in the Alphabet… (I can hear the cogs of your mind grinding from here trying to now understand the relationshup between name and what the agency does…) – stick to blowing your money on Television advertising and direct mail…
I think it’s a great name. And I like that it has a story to it. Good on them I say. They worked with us on one of the big bank rebrands and the thinking was pretty impressive.
Anonymous……… hmmmm……the fact you remain so says a lot!