We were watching the Apple keynote and they're showing all the things the new phones and the watch can do.

So they're projecting these slides of screenshots.

And in those screenshots, you know know they have you got an email from

so and so and they have to pick real names to put up there and one of the names that

struck us as particularly unique was the name Sam Bebs.

There's all kinds of, you know, very specific names, wondering how did they come up with them?

Like the name Sam Bebs. Jonathan Lee is Managing Director of

Brand Strategy for Huge Inc. He knows about this stuff.

It's actually remarkably simple. Those names are often chosen by people within the agency or within the

team that was making the piece of work and there are probably names of people who actually

worked on the project and they do it just to avoid legal issues.

Really?

So they use a specific name so that no one can say, hey that's me later?

Correct, that's exactly right many many

years ago I was an assistant to an assistant to an assistant on a project

and I'd be trying to remember which brand it was but my name was used in a

printout as a customer. I forget the exact details but I signed a piece of paper and said

yes they could use my name and off it went.

Do you get a back end on that?

I wish I did, yeah.

But no.

Is there a Sam Bebs out there somewhere?

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