Grey Healthy People is the horrendous name chosen for the new, combined healthcare unit of Grey Group, one of hundreds of agencies within WPP (insert link).
The global division will specialize in advertising for health-related products and services. But, let me ask you something, would you retain the services of a communications company that so badly bungles the naming of its own health care unit?
When I hear Grey Healthy People, I think of any number of things:
– happy-go-lucky octogenarians frolicking at a Del Boca Vista poolside.
– a group of people who, despite their sickly skin color, are somehow healthy.
– albino exercise and nutrition nuts who refuse to set foot outside.
This naming disaster wouldn't be so bad if Grey weren't an advertising agency that specializes in image and reputation. I mean, if it were Grey Healthy Squirrels, I'd nod my head and think, “I'm happy for you rodents. It's about time you started marketing yourselves.” Or, if it were Grey Healthy Bathtubs, I'd think, “Well, I'd probably still opt for the classic white model but, maybe, there's something special about this particular tub?”
But, Grey Healthy People? Good night nurse. This name is DOA which, as healthy and unhealthy people alike know, is a bad thing. A really, really bad thing.