What's in a name? City firm Paisner & Co, located on Fleet Street, here shows just what lengths - quite literally - it will go to keep a client happy.

The record-breaking 30-ft long street sign given to the firm marked the launch of client Streetnames' service, which will allow users to choose their e-mail address from streets, towns, cities and landmarks all over Britain.

Senior partner Harold Paisner (left) and partner Paul Miller (second right) are the ones wondering how on earth they are going to get the thing through the door.