Creative agency SPCSHP has announced it will return to its original name: Big Spaceship.
“People just kept calling us Big Spaceship anyway,” said CEO Taryn Crouthers. “Internally, externally, everyone just kept saying Big Spaceship. And after extensive A/B testing, we discovered people overwhelmingly prefer knowing how to pronounce your name.”
The name restoration comes after the agency realized that removing vowels from your name does not, in fact, do anything but confuse people.
The decision was also driven by strategic considerations. As part of MSQ’s global creative network, Big Spaceship needed a name that could translate across languages and markets. SPCSHP, it turns out, does not translate. In any language.
While the name change may look cosmetic from the outside, the return to Big Spaceship reflects something more substantive happening inside the agency.
Business rationale
Big Spaceship is built for exploration: new creative territory, new ways of working, and, evidently, new names. The 25-year-old agency, founded by Michael Lebowitz, has always been at the forefront of what’s next. Case in point: Harvard Business Review has featured Big Spaceship in two case studies, examining how it built and scaled through a distinctive culture that fuses innovation, creativity, and strategy.
“Today, creative needs to flex in real time. This moment requires so much more than the predictable campaign of a TV spot with matching luggage,” said Crouthers. “Brands need a partner who can deliver integrated work and native storytelling at scale, without sacrificing craft. Big Spaceship is uniquely designed to meet this moment.”
Over the past year, Big Spaceship and parent company MSQ have built a tech-enabled infrastructure that can plug into partners’ operating model and uses a “creative spine” that learns and improves with every project.
The agency is also offering Explore Pods. These short, focused sprints allow partners to hire Big Spaceship to solve specific creative challenges. The pods combine strategy, creative, production, and technology instead of the traditional linear and siloed creative process. This approach allows for deliverables in days or weeks instead of months and at a more efficient investment. Speaking of efficiency: keeping your original name costs $0.
Steve Street
With a new-old name comes a new-old chief creative officer: Steve Street. He has been with the agency since 2016, most recently serving as SVP, executive creative director. During his time there, Street has led creative across Big Spaceship’s most ambitious work. He was on PTO when the last rebrand launched.
“Steve has been architecting Big Spaceship’s creative vision as a senior member of the team for nearly 10 years. He’s building our tech-enabled creative team, delivering brilliant work, and cultivating a culture where ambition and kindness coexist. That combination is rare, and it’s exactly what Big Spaceship and the industry at large needs right now,” said Crouthers.
“Under this new infrastructure, Big Spaceship can bring ideas to life in ways that simply didn’t exist before, unlocking new forms of storytelling and brand experience,” said Street. “The agencies that will lead the next decade are the ones who can see around corners and move faster. That’s exactly where we live.”
The agency also has two proprietary cultural listening tools: Internet Brunch, a daily newsletter read by 10,000+ marketers, and Reveal, a generational insights platform. Both help clients see shifts in culture and behavior before they become obvious.
