Rapp Collins has changed it's name to Rapp. The press release tells us that: "The new branding is the manifestation of Rapp's point of view about the future of direct marketing: as a result of the digitization of content and communications channels, all marketing is Direct Marketing."

They've even got some new language like the "Consumerscape." Really, now... that's a bit much. It's a bit tacky, no? Consumerscape? Oh, the whole world is just a buying machine. Buy! Buy! Buy! So bleak, really.

Anyway, Rapp Collins, sorry, Rapp is part of the Omnicom network and does some good work, actually. To coincide with the name change, the agency has a new website, Rapp.com that features blogs, video, whatnot. , global President, says in his first blog entry:

"Do me a favor: trippy as it may be, spend a day re-imagining everything you experience as direct marketing. It'll be one paradigm shift you won't want to live without."

Ooooh. That sounds like an awful way to spend a day. I'll pass.

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