PSFK talks to Frank Striefler and Lucas Donat of the agency previously called DH+W about their search for new identity.

The big news in advertising this week is that an ad agency in Santa Monica has decided it needs a new identity. To rebrand itself, the agency formerly known as DW+H is using the Victor & Spoils crowdsourcing network to solicit a new name. PSFK's Piers Fawkes spoke to Frank Striefler and founder Lucas Donat about the project. Read the transcript below or watch the Google Hangout interview we recorded at the bottom of the article.

Piers: So, what's wrong with using people's initials for the company name?

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