This has to be a joke. Seriously. Creative Manger Pro, the agency software package that helps manage the creative and billing process, has changed its name to – um yea…this makes a hell of a lot of sense – Workamajig. Why? Because…um…as VP Ron Ause says, “The old brand did not properly reflect the product and organization behind it. Our old brand was too straight laced and did not properly convey what we are all about.”
So…it’s a product to help creative professionals manage the creative process and Creative Manager Pro doesn’t properly convey that?
In an effort to support the name change yet displaying a disconnect akin to Paula Abdul critiquing a song that hasn’t yet been sung, Push New Media Creative Director Mark Unger uttered, “Simply stated, Creative Manager Pro was not a brand that looked like it was meant for creative agencies.” WTF? Seriously? Someone’s been drinking way too much brand positioning conference room Kool Aid.
The product manages the creative process for creative organization and there are actually people out there who think Workamajig does a better job reflecting the product offering. WTF? Even the company website doesn’t know what it is, asking, “Worka-ma-what? No, Workamajig.”
This name change will do nothing more than affix the dreaded “we do fucking everything for everyone” positioning which will set it apart from no one. Creative Manager Pro needs no tagline, no explanation, no lengthy prose to describe what it does. Workamajig? Without a lot of surrounding brand support baggage, all this will elicit is a collective “what the fuck did you just say?” along with a bunch of blank stares, incredulous looks and the query, “you want us to spend hard-earned money on something called Workamajig? Are you insane?”
Oh wait. This is the advertising business. Logic is irrelevant. Workamajig? Pure Cannes-worthy genius!
