Two days ago Endeavor and the William Morris Agency finally and formally announced they’d agreed to merge. Except the name they’ve chosen to go by — William Morris Endeavor Entertainment — sounds drearily corporate, even with the strong likelihood that it’ll wind up being called WME. The problem is the sound of the name “William Morris Agency,” which carries the aura of 20th Century showbiz culture — analog, yesteryear, old times and Cadillac fins. If you were Endeavor chief Ari Emanuel would you want your agency’s name to be just tacked on to Morris’s, like the new last name of a woman who’s just gotten married in Vegas? I would have insisted on the new agency being called Endeavor Morris, or EMA.
