AN INITIAL RESPONSE

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I read your article on a possible name change of DDB Needham (AA, June 27) with nostalgic interest.

When BBDO acquired Doyle Dane Bernbach and Needham Harper in 1986, I called Ned Doyle at his home. When he came on the phone I asked "Doyle"? "No!" he barked, "This is D! Those (expletives deleted) changed my name to D!"

I called him again that October to wish him happy birthday. He told me that he was lunching with Mac Dane, Josh Levine of Davis & Gilbert, DDB's legal counsel, and Dave Zack of Berdon & Co., DDB's accounting counsel. At the time of the merger Ned and Mac Dane had been assured that both of those firms would continue. Dave Zack's firm had just received a letter informing them that they were fired. Less than two months had gone by.

If Ned Doyle and Bill Bernbach were alive today, I wonder what would have saddened them more-the way the merged company has been run in the last eight years, or their initials now going into oblivion.

It is my guess that they would have been in favor of a name change.

Ed Russell

Pound Ridge, N.Y.

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