DDB Needham rewrites its brand name

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DDB Needham Worldwide is rolling out a global name change that will retain the Needham name only in North and South America and Asia. Ten years after the DDB and Needham Harper Worldwide merger, the Needham name will be dropped where agencies have local affiliates or on below-the-line DDB Needham subsidiaries. BMP DDB Needham, London, which created the new yellow and gray logo, becomes BMP DDB while DDB Needham Direct becomes DDB Direct. Additionally, the official corporate name has been changed to DDB Needham Worldwide Communications Group from DDB Needham Worldwide Inc.

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