As if calling your agency Da inci wasn't silly enough (put down the hubris kids!), the agency has been renamed, Synarchy Worldwide, according to a report in AdAge.com and other sources.

So what does that SAT worthy word actually mean? Synarchism is from the Greek words meaning "to rule together" or "harmonious rule". Those who took a political science course will be familiar with the concept.

Alexandre Saint-Yves d'Alveydre, an occultist, also used the word "synarchy." He wrote the book La France Vraie (1882), in reaction to anarchist movements and described what he believed was the ideal form of government - an organic unit. He defended social differentiation and hierarchy with co-operation between social classes, transcending conflict between social and economic groups. As part of this concept of government, Alexandre gave an important role to esoteric societies, which are composed of oracles and who safeguarded the government from behind the scenes.

Yeaahhhh... Dude was on some next level shit, ok?

"Synarchy" is also the name of the ideology of a political movement in Mexico dating from the 1930s. In Mexico it was historically a movement of the Roman Catholic extreme right. They were violently opposed to secularist policies of the governments of the time. A little fascist even.

Conspiracy theorists also use the word synarchy to describe a shadow government where all the power rests in the hands of few men and women.

Yowza! Good choice guys! Bravo! Great name. Did you do any research on the historical context of this word?

[image is of The Skull And Bones Secret Society - source]