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SALT LAKE CITY-Fotheringham & Associates earlier this month kidnapped the entire staff, took everyone by limousine to the Delta Center (home of the Utah Jazz), put them in a locker room and then fired them.

"As of today, none of you will be employed at Fotheringham & Associates," Chairman Bob Fotheringham told the 32 stunned employees. However, he went on to say the agency is changing its name and welcomed everyone to the new "team."

Each then put on a pair of agency-supplied L.A. Gear Light Gear sneakers, the ones with flashing lights in the heels, and headed to the arena floor, entering as their name was announced over the public address system.

As of April 4, the agency becomes FJC&N, an effort to recognize three new principals. The initials reflect Mr. Fotheringham, who remains chairman; Bruce Jensen, who remains president but gives up his creative director title; Hal Christensen, who continues as director of marketing and client services; and David Newbold, newly named creative director and formerly creative director at Bonneville Communications.

Mr. Fotheringham said that with three more partners, the $20 million agency can meet potential clients' desires to have principals work on their accounts.

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