• April 28, 2003

Chicago-based DraftWorldwide is changing its name to Draft, effective immediately. Its global network will now be known simply as Draft, a name many people inside and outside the company have used to identify the agency for years. When necessary to differentiate individual Draft offices, for example in press releases, each will add the city in which they're based to their names, i.e. Draft Chicago, Draft New York, Draft London, etc. As part of the re-branding initiative, the agency is adopting a new logo which is a visual demonstration of the agency's new global positioning: "The Science Behind the Success(sm)," The company says it describes Draft's proprietary process to identify deep human insights gleaned across categories, change consumer behavior and drive measurable results.