News | February 9th 2021

Ad Age | Washington Football Team Enlists Code and Theory to Find New Name Following Review

Screen Shot 2021 02 10 at 7 53 04 AM

Rebranding comes amid swirl of controversy for team and owner Dan Snyder

Originally published on Ad Age by Jack Neff

The Washington Football Team—catchy as the name may be—is getting a rebranding, and Stagwell Group’s Code and Theory is getting the assignment.

The Team announced late Monday that it selected Code and Theory after a review. The agency was the incumbent that came up with the interim team branding for the just-concluded season along with a “No Name But Team” campaign. The next phase of the branding will involve selecting a permanent team name, identity and brand.

Washington Football Team acquired some campy cachet, and coincided with the franchise becoming the first to win an NFL division title with a losing record. But the name was always meant to be temporary. In a statement, Team President Jason Wright said Code and Theory is perfect for the “next phase” of the team’s “rebranding journey" because of its “deep knowledge of the process.”

Washington dropped the long-controversial Redskins name and logo in July in the wake of social justice protests. The team has received more than 10,000 name suggestions and creative artwork examples from the public via washingtonjourney.com, a platform that also will let fans share ideas about improvements in the game day experience.

Besides its rebranding, the team has been caught in a vortex of controversy over the past year including a Washington Post investigation that the team paid $1.6 million to settle sexual harassment allegations against owner Dan Snyder and a dispute among Snyder and three minority owners.

Former coach Jay Gruden last week criticized Snyder for how he runs the team, including a habit of overruling professional staff to make draft picks from his yacht (which in years past has been docked in Cannes during the International Festival of Creativity by Snyder, who sold his former agency group, Snyder Communications, to Havas in 2000).

The Team in December released quarterback Dwayne Haskins, a 2019 first-round draft pick, after reports of repeated violations of NFL COVID-19 prevention protocols. Haskins is the only first-round-pick quarterback to be outright released by a team in the past two decades.

Says a Lot —

Latest

News — 

Ad Age | Top 5 Diversity, Equality, and Inclusion Efforts To Know About Right Now

News — 

PRNewswire | Stagwell (STGW) Digital-First Creative Agency Code and Theory Launches Industry's First Holistic Inclusive Design and Marketing Strategy Discipline

News — 

Ad Age | Marketing In The Metaverse —What Science Fiction Can Teach Brands About Web3

News — 

Code and Theory’s Dan Gardner named Campaign US 40 Over 40 honoree

News — 

Muse by Clio | Don't Talk to Me About NFTs and the Metaverse

News — 

AIGA Eye on Design | The Era of Rebellious Web Design Is Here

News — 

Webby Awards | Code and Theory Named Webby Winner in 26th Annual Webby Awards

News — 

The Drum | Adland's reaction to Musk's $44bn Twitter deal: 'a major disruption to its ad business'

Get in Touch

  • Find Us

    One World Trade Center,
    62nd Floor

    New York, NY 10007

    More Offices
  • Work With Us

  • Press

  • Careers

    See All Open Positions

We Are a Digital-First Creative Agency

What We Do

Born in 2001, Code and Theory is a digital-first creative agency that sits at the center of creativity and technology. With a global client roster of Fortune 100s and start-ups alike, we crave the hardest problems to solve and create end-to-end solutions that flex to meet the needs of today’s ever-changing business landscape.

Our Services

We provide a range of offerings built to support the entire ecosystem.

  • Data, Analytics and Research

    Our data-driven approach enables us to understand every aspect of end-to-end consumer journeys, and powers our work from start to finish.

  • Business & Organizational Consulting

    We work with our clients not only to define and deliver products, services and communications, but also to design the business itself.

  • Transformational Technology

    We help our clients reinvent their technical infrastructure and roadmap in order to deliver for the needs of today and tomorrow.

  • Services, Platforms & Products

    We create best-in-class platforms built around both the user and the business goals, often extending into connected physical expressions.

  • Integrated Marketing

    We deliver the right messages to new and existing customers across the entire ecosystem.

Our Offices

We have locations around the world.

Join Our Team

We're not typical, and neither are you. We're always looking to hire smart, interesting and forward-thinking people.
See All Open Positions

Code and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com

Get in Touch

  • Find Us

    One World Trade Center,
    62nd Floor

    New York, NY 10007

    More Offices
  • Work With Us

  • Press

  • Careers

    See All Open Positions