You may recall the old story about the psychiatrist and the proctologist who went into business together and were looking for a simple name that would describe their joint specialties. After rejecting “Nuts and Butts” and “Rears and Queers” they settled on “Odds and Ends.” Given that perhaps some of the greatest creative brains in the industry are employed by the Southern Cross/Austereo omnipotency,  it was with great anticipation that we held our collective breath last Thursday as the new name and logo for the recently merged entity was finally released. After months of careful thought, they came up with something nothing short of obvious – Southern Cross Austereo. Perhaps all the creative juices were spent on a new name for their Entertainment Content Solutions (ECS) department which they have cleverly called Flying Emu (where the impossible is made possible). But the corporate name ‘Southern Cross Austereo,’ while being strong and to the point, rolls off the tongue like cotton wool off Velcro. Naturally, people aren’t going to call it that in casual conversation. So, what will they call it. Something just as boring, its acronym SCA? Crosstereo perhaps? Or maybe Socrates. Any suggestions?

What would you call it?