Nick Garner: We get asked this quite a lot. There are several reasons, so take your pick on which reason you like best.
The brief was to come up with a short memorable name that was was distinct, but didn’t have any particular associations with anything other than being an agency specialising in digital marketing… and we had to have the dot com domain…

Our 12 reasons for using ’90’ with Digital

  1. 90 degrees to something
  2. 90 is a unitary perfect number
  3. 90 is a particular elementary cellular automaton rule. 
  4. 90 is the atomic number of thorium
  5. 90 minutes is the length of a football match
  6. 90 degrees is the latitude of the North Pole and the South Pole
  7. 90 in Bingo is called ‘top of the house’
  8. 90-60-90” is considered as an ideal proportion for becoming a model
  9. Interstate 90 (I-90) is the longest Interstate Highway in the United States at 3,101.13 miles (4,990.78 km).
  10. 90’ digital is easy to hear over a telephone or in a noisy place
  11. It’s a line from Jimi Hendrix cross town traffic:  ‘That 90 miles an hour Girl Is the speed I drive’
  12. “Success is 10 percent inspiration and 90 percent perspiration”, Thomas Alva Edison.