• by Richard Whitman , Columnist, March 2, 2015

The agency formerly known as Fuel Interactive, not to be confused with Fuel Industries -- oh wait, they changed their name too -- has changed their name to, simply, Fuel. Why? Well, as the press release says, "to better reflect the effect the addition of their capabilities has on a client's business." Okay...so the agency now just fuels brands? But not interactively? Wait, is there still such a thing as non-interactive marketing? I'm confused.

Maybe Fuel CEO Stuart Butler can explain more succinctly. He says: “It’s been a period of unprecedented growth for us here at Fuel. With these changes came a fundamental shift in our focus and how we approached solving problems for our clients. We found that our old name no longer captured the essence -- the spirit and energy -- we are looking to bring to the market. We needed something that reflected what we really are, what we really do for our customers.”

Right. Because no other agency on the planet fuels growth for their clients, right? I think everyone in the agency just got tired of typing Fuel Interactive all the time. Now they can just type Fuel. Because, you know, shorter is always better.

In any case, they agency is excited about the change. Butler adds: “The rebranding has ignited us to reinvent the way that the hotel and travel industry does marketing. Our services make hotel marketing simple. And our new logo, new Web site and tagline provide a new feel and energy that brings us to an entirely new level of drive.&rdquo ;