Toyota, Kodak, Xerox – they devised their own names, coining new words in the process. If they can do it, so can Nomenudum, a marketing communications agency. In their website introduction, they insist the word has a definition, “nomenudum n. a proposed taxonomic name that is invalid because the group designated is not described or illustrated sufficiently for recognition, that has no nomenclatural status, and that consequently can be used as though never previously proposed. *Webster’s New Collegiate Dictionary.” Sounds like the one hand clapping Zen riddle. But their work is quite targeted.

The agency just picked up the Coca-Cola Company’s POWERaDE brand. Their assignment was to create print ads that resonated with an urban audience in voice and execution. Nomenudum’s team created an approach they hoped would be fresh, distinctly urban with a youthful sense. The message – “Keep Playing.” Of the agency approach, Chief Creative Officer, Stanley Yorker said, “We try to keep our finger on the pulse of trends that motivate youthful purchasers to not only spend money, but to become loyal brand patrons.”

Besides a new campaign, the company is celebrating a recent hire. Craig Brimm brings nearly 10 years experience to his new role, Associate Creative Director. Brimm comes from the Ford Motor team at J. Walter Thompson, where he produced local and regional television spots for Ford’s newest SUV, Escape. Prior to this stint, he was Senior Art Director with Roy Communications where he produced creative for Allstate Insurance, Downy Fabric Softener, and Crest Toothpaste for Proctor & Gamble, and Leggs Hosiery for the Sara Lee Corporation. He has been actively involved in the creative campaign for the Mississippi Youth Anti-Smoking Initiative, as well as Run ‘n Shoot’s national branding.