In an example of good newsjacking, DigitasLBi – part of Publicis Groupe – announced that they would remove the D and G from their name, for a week, in a symbolic gesture. The following memo was sent by North America CEO Tony Weisman and his Chief Creative Officer, Ronald Ng:


Tony and Ronal N here.

Yes, Ronal is dropping the D and G from his name. I’m dropping my middle initial (G). And for the next week, DigitasLBi is, too.

You’ve probably heard about the recent controversy surrounding Dolce & Gabbana’s comments on IVF and (their idea of) ‘traditional’ family. It’s caused a global uproar, largely led by Elton John’s pledge to #BoycottDolceGabbana.

And today, we’re taking a stand – to support Elton’s movement. To support diversity, acceptance, family – in all its forms.

To #dropDandG.

Shortly, we’ll change our name (meet: “iitasLBi”) across our social channels, office signage, and email signatures (artwork below, so you can, too).

Join us in taking a stand. In celebrating equality and diversity. In dropping D and G.

– Tony & Ronal (Ronald Ng)

Thus far, public reception to iitasLBi’s campaign has been very positive:

Ultimately, this is the type of thing we applaud in the marketing world: agility with the right amount of provocation. It’s the kind of thing we always aspire to – and sometimes another great firm gets there a little sooner. We tip our hat to you, iitasLBi.

PS: It’s certainly not a Dolce & Gabbana hat.