Switched On Media drops the word ‘media’ to lose ‘traditional connotations’

WPP’s digital agency Switched On Media has rebranded to Switched On, dropping the word ‘media’ to lose any traditional connotations with the word.

Chris Hitchcock, managing director of Switched On, told Mumbrella: “Dropping the ‘media’ from our name to become Switched On was almost a no-brainer, the name ‘Switched On Media’ and the acronym SOM is part of who we have been but it really has connotations of traditional media, above the line, but also pigeon holes us down a particular route and our business for a long time now has been much more diverse than that.”