Twenty-five years ago, in July 2000, we faced possibly one of the hardest parts of starting a company — giving it a name.
We had a vision for the kind of public relations agency we wanted to build. One that would move beyond spin for spin’s sake and instead use communication as a tool for clarity, truth and trust.
But before the first client pitch, before the office was set up, even before the business cards were printed, we needed to answer one deceptively simple question: What do we call ourselves?
It turns out naming a PR firm is no small spin.
The Search for the Right Name
We went through the usual creative swirl: lists, post-it notes, late-night wordplay sessions. Hummingbird was on the table for a while. Graceful, nimble, light. But it felt a touch too whimsical for the grounded work we were aiming to do.
Then came On the Dot Communications, a nod to the dot-com boom of the early 2000s. It had rhythm and relevance, until someone pointed out the obvious: What happens if we’re late for a meeting?
The options weren’t bad. They just weren’t us.
The Moment of Clarity
Eventually, a phrase stuck. It was simple, familiar yet layered with meaning.
The Right Spin.
Yes, it was a cheeky nod to the industry we were in. But more than that, it was a promise.
That we would help clients find the right perspective — not distort the story, but reveal its core. That we would communicate not louder, but clearer. That every campaign, press release and strategy would reflect not just the client’s voice, but their values.
Looking back, The Right Spin wasn’t just a name. It was a line in the sand. It signalled what we stood for and what we refused to be.
Why Purpose Still Matters
A name is often one of the first decisions a founder makes. It can feel cosmetic, like something to slap on a business card or website. But it’s also a moment of focus. A distillation of intent. A test of whether the idea you’ve been nurturing can hold up in three words or less.
For us, naming the agency forced us to be honest with ourselves about why we were doing this in the first place. Not just to start a business, but to shape conversations that mattered. Not just to serve clients, but to grow with them with integrity at the centre.
Twenty-five years on, the communications landscape has changed dramatically. Everything from platforms to preferences and algorithms have evolved. We’ve expanded into integrated communications, content strategy, social media and brand storytelling.
But through it all, the name still anchors us. It’s a quiet reminder, in every proposal and pitch, of what we set out to do and how we intend to keep doing it.
A Quiet Thanks
So this post isn’t really about branding. It’s about beginnings and about how important it is to start with purpose. Whether you’re naming a company, launching a product or simply deciding what kind of partner you want to be.
To every client, collaborator and team member who has been part of this 25-year journey — thank you.
It hasn’t always been smooth and there were moments the path felt uncertain. But you stayed, you believed and you helped us find our way. You didn’t just shape our work, you gave our name its meaning, its direction and its heart.
Here’s to the next chapter. And to always choosing the right spin, to stories that matter and the integrity to tell them right.
