• by Richard Whitman , Columnist, January 27, 2016

Late in 2014, Minneapolis-based Campbell Mithun, dropped the Campbell from its moniker and rebranded itself, simply, Mithun. Now, under the auspices of its parent company, McCann Worldwide, the Mithun name will be retired in favor of McCann Minneapolis. 

The name change is part of a Twin Cities consolidation that unfortunately, will involve layoffs and other restructurings. Both CEO Rob Buchner and Chief Creative Officer David Carter will leave the agency. The agency's Compass Point Media and General Mills account team will be swept under the McCann Minneapolis moniker. 

Of the restructuring and name change, a statement read: “The rebranding formalizes the closer working relationship between McCann and Mithun that has evolved in connection with growth and integration of the shared General Mills business. We have enormous respect for the heritage and accomplishments of the Mithun agency. However, the opportunity to connect the Minneapolis operation more closely to McCann and our integrated disciplines is the best way to meet the needs of our clients in the region.”

In other words, that's a polite way of saying we want to slash costs and make sure we have complete control over what's going on in our Minneapolis outpost.

Campbell Mithun has been around since 1933. McCann Minneapolis will now be overseen by McCann EVP Worldwide Account Director John Campbell, Compass Point Managing Director Melissa Schoenke and McCann Worldwide CFO Scott Savarese.

Well, at least a name change isn't as bad as what's going on over at the other Campbell (Ewald) where an email about an agency "Ghetto Day" has resulted in an employee getting fired.