Agency Launches Bold New Meeting Room Naming Strategy, Changes Absolutely Nothing
In a disruptive move that promises to boost creativity, collaboration, and confusion, Auckland-based agency Tundra Gould & Partners has announced the completion of a 14-month internal branding project to rename its meeting rooms.
Instead of the previous, drab Zone 1 through Zone 4, the rooms will now be known as Crumpet, Fern Whisper, The Conch, and Waitematā Vortex (formerly the Copywriters’ Desk, optimistically reclassified as a 'think tank incubator nest').
The initiative was spearheaded by the agency’s Head of Experiential Interior Ideation, who, according to insiders, hasn’t used a whiteboard since 2018 but owns nine types of marker. The names were chosen following a rigorous two-week internal survey, a 42-slide Keynote pitch, and, at one point, a blindfolded scent-based improvisation workshop led by an acting coach from the UK.
“By giving each meeting space a strong, ownable identity, we are signalling our commitment to retouching the everyday,” said Managing Partner Ezra Peake, while clutching a ceramic mug labeled “Crumpet is for closers.” While there are no immediate plans to repaint, rearrange, or otherwise meaningfully alter the rooms, staff are now required to refer to them exclusively by their new names. A disciplinary memo was issued last week after a junior strategist booked ‘Meeting Room 3’ on Outlook and was heard saying it out loud.
A follow-up branding plan is in place to rename the agency fridge shelves by Q4. Early options include 'Alfresco Opportunities,' 'Snack Synergy Zone,' and 'Karen’s Chiller', a shelf nobody touches because it contains a single, expired tub of Greek yoghurt, on which someone once wrote 'do not engage'.
Instead of the previous, drab Zone 1 through Zone 4, the rooms will now be known as Crumpet, Fern Whisper, The Conch, and Waitematā Vortex (formerly the Copywriters’ Desk, optimistically reclassified as a 'think tank incubator nest').
The initiative was spearheaded by the agency’s Head of Experiential Interior Ideation, who, according to insiders, hasn’t used a whiteboard since 2018 but owns nine types of marker. The names were chosen following a rigorous two-week internal survey, a 42-slide Keynote pitch, and, at one point, a blindfolded scent-based improvisation workshop led by an acting coach from the UK.
“By giving each meeting space a strong, ownable identity, we are signalling our commitment to retouching the everyday,” said Managing Partner Ezra Peake, while clutching a ceramic mug labeled “Crumpet is for closers.” While there are no immediate plans to repaint, rearrange, or otherwise meaningfully alter the rooms, staff are now required to refer to them exclusively by their new names. A disciplinary memo was issued last week after a junior strategist booked ‘Meeting Room 3’ on Outlook and was heard saying it out loud.
A follow-up branding plan is in place to rename the agency fridge shelves by Q4. Early options include 'Alfresco Opportunities,' 'Snack Synergy Zone,' and 'Karen’s Chiller', a shelf nobody touches because it contains a single, expired tub of Greek yoghurt, on which someone once wrote 'do not engage'.