DIARY: Isobel may have same name as a twister, but it is no tongue-twister.

It would seem an explanation is needed. Last week, Campaign accused Isobel, the venture launched by the ex-Banks Hoggins O'Shea/FCB management team, of being the most inappropriately named start-up ever.

Unfortunately, this had the guys scratching their heads. What, they wondered, was so inappropriate about their name?

Perhaps the boys have been working a wee bit too late to have caught any TV, radio or newspaper reports, but throughout September there has been the small matter of Hurricane Isabel, which has wrought havoc across the east coast of America.

Admittedly, it could have been much worse - had they called it Sars & Partners, we'd have had real grounds for complaint.

To be fair to them, the actual story behind the naming of the agency is really rather sweet. Apparently, three of the four founding partners have daughters with an Isobel in their name.

Partner Paul Holding pointed out ...