WPP'S 'Synarchy' name choice sparks sneers; Blogosphere abuzz with criticism over roots of controversial word.(News)(WPP Group USA Inc.)

Advertising Age, May, 2008 by Parekh, Rupal

Byline: RUPAL PAREKH

Wpp group's decision to choose Synarchy as the likely name for the new agency being built to handle its Dell account prompted anarchy in the blogosphere.

As Ad Age reported May 13, WPP and its branding, firm Landor Associates, were leaning toward the term-one of several they had trademarked. Synarchy has Greek roots and means "joint rule,'' a reference to WPP and Dell's commitment last December to building a global-marketing service from the ground up. But given its other connotations, "Synarchy'' has made for a controversial choice.

In the context of political theory, synarchy refers to a utopian system cooked up in the 18th century. Its Wikipedia entry runs through a history of its applications across the world and...