Famed ad agency D'Arcy Masius Benton & Bowles - which handled the Coca-Cola account in 1906 - fell victim to ad industry consolidation while under BCom3 and had to close its doors, shedding clients and employees alike. Now, AdAge says that what's left of DMBB is to be called 'CHEMISTRI'. Ew. Sounds likes a 15 year-old girl's idea of "cute" and a way to have another "i" dotted with a heart. Also, the name is "a recycled one -- it was previously used by Burnett for the Internet agency that became iLeo last year. The D'Arcy name will now disappear." Pretty stupid, for professionals who claim to have experience in naming things.

The Chemistri site - but no info. Expect it to change soon.