DigitasLBi temporarily renames itself ‘IitasLBi’ in Dolce & Gabbana protest
Marketing and technology agency DigitasLBi has joined a global backlash against Dolce & gabbana by symbolically dropping the letters ‘D’ and ‘G’ from its name for a week.
The alphabetical assault will see the firm be known as ‘IitasLBi’ for the next seven days as the Publicis Groupe division seeks heap further pressure on the Italian designers for their controversial stance against adoption by gay parents and the use of ‘synthetic’ IVF fertility treatments.
Announcing the move in a staff memo IItasLBi’s North American CEO Tony Weisman, and chief creative officer Ronald Ng, wrote: “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.”
#dropDandG pic.twitter.com/VI0RYgUULW
— iitasLBi UK (@DigitasLBi_UK) March 18, 2015