What’s in a (nick)name?

The best agency in the UK currently goes by the alternative moniker, ‘The Palace of Joyless Excellence’.

Great nickname.

It made me think of other agency nicknames and I’m now unable to escape the truth that:

a) Agencies only get nicknames if they’re good.

b) All the agency nicknames denote a tendency to work hard.

Admittedly my sample size is small, but the only ones I’ve ever been aware of are GBH (BBH) and Weekend and Kennedy (Saatchi and Saatchi. Only kidding – W&K).

So… A kind of rueful recognition of the necessary work that goes into making an agency great.

Is that it? Have I missed others, or is the above list really the sum total of agency nicknames in recent years?