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AARF Drops the Alcohol Dependency, Goes with Sushi

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That headline didn’t make any sense, unless you read between the lines. We’re told by an agency representative that Avenue A|Razorfish has officially dropped “Avenue A” from their title, and will now go by Razorfish.

Exciting! CEO Clark Kokich said , “For four years we have operated as a single agency with integrated capabilities in the global marketplace, and we don’t need two names anymore. Although both Avenue A and Razorfish are excellent choices as standalone brands, the Razorfish name enjoys stronger brand equity around the world.”

Uh, what? So is Microsoft selling you off, or what? Cuz we’re pretty sure everyone’s much more interested in knowing that bit of information than they are about your name.

And bummer, we say, that we can no longer refer to you as AARF! That’s the most funnest acronym of all times, man, and you had to go and chach it up, try to sound cool et set er, ah. Whatevs, onward and upward, and best of luck to ya.

More:AA|RF Cuts 2008 Bonuses, Breeds Confusion/Fear Among Employees

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