Name game ; ; ;No expense was spared by London-based niche commercial firm Wilde & Partners on its radical rebranding as Wildes with liberal use of blue and orange as its new colours.

There was a party at a trendy West End venue, special blue and orange drinks and the pice de rsistance, a humorous Smith and Jones-style head- to-head video featuring partners Robert Weekes (above, right) and Andrew Watson (left) or Rob and Wattie, as they styled themselves discussing the firms success and rebranding.

Here are the dynamic duo on the new name: ;Wattie: Its got that indefinable something.

;Rob: Whats that? ;Wattie: Well, its indefinable.

;Rob though had the last word on the new name, telling Wattie how its short and simple, much like yourself.

Perhaps the money had begun to run out by the script stage.