Simba.

Simba and Haniah were a team until he died in 2007.

He was the most gentle and loving soul who has ever lived. You'd never have known it, though, the second he decided you were a threat to the people he loved — gentle to everyone, right up until gentle wasn't what those people needed.

He wasn't strategic. He never sat through a single meeting. He was just — good. Loyal, a little ridiculous, incapable of faking a single thing. And underneath all that softness, entirely unbluffable.

He made the world better simply by being in it.

Nearly twenty years later, we named an agency after him. Not as a gimmick, and not lightly — because the things Simba was are exactly the things a machine can't be. The instinct for what actually matters. The nerve to act on it. The warmth that makes the teeth forgivable.

We're as AI-forward as any agency on earth. But we always know where the machine stops — the idea nobody expected, the line with a lump in its throat, the dog stuff. An AI would have advised us not to name a company after a dead dog.

That, more or less, is the whole point.