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, 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 —


News — 

Code and Theory, a Stagwell (STGW) Network Company, Named Ad Age Business Transformation Agency of the Year

News — 

CampaignLive | Behavior as a prompt: Why AI’s ability to anticipate will change business forever

News — 

Code and Theory Wins Three Drum Awards For AI, Creativity, and UX with YETI and Tipico

News — 

Under Armour Launches UA Rewards with Masterclass-style Video Series, in Partnership with Code and Theory

News — 

Figma Names Code and Theory as Launch Partner in New Service Partner Program

News — 

Scout by Sutter Health™ Launches an App Focused on Resilience Building for Youth and their ‘Champions’, Built by Code and Theory

News — 

Code and Theory Network Wins Six W3 Awards

News — 

Facing the Future: A Guide to AI and Design Transformation

We Are a Technology-First Creative Agency

What We Do

Code and Theory is a strategically driven, digital-first agency that lives at the intersection of creativity and technology. We solve consumer and business problems with end-to-end solutions that flex to meet the needs of today’s ever-changing digital 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

Careers at

Code and Theory

All of our roles are open to remote applicants. We're not typical, and neither are you. We're always seeking smart, interesting, and forward-thinking people.