Lucent unit named Agere

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Lucent Technologies' microelectronics unit has been named Agere (a-GEAR), from the Latin verb ago, meaning "to lead, to drive, to act." Brand consultancy Lippincott & Margulies, New York, came up with the name for the Allentown, Pa.-based unit, which plans an initial public offering next spring. Agere Dec. 5 confirmed it named Mullen, Wenham, Mass., its first agency of record for an estimated $25 million to $30 million global account (Ad Age Daily, Dec. 4). Ads will break after Agere's IPO and are expected to flag innovation and swift delivery of customer solutions as brand attributes.

Copyright December 2000, Crain Communications Inc.

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