Worst Kept Secret Rebrands to Reflect Evolution and Ambitions
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Integrated creative agency WHITE64, founded in 1964, has rebranded to Worst Kept Secret, a move that reflects the agency's evolution and its commitment to being recognized for its innovative work. The rebrand, announced on September 11, 2026, is a deliberate step to align the agency's identity with its ambitions and to better communicate its value to clients.
Kerry Beutel, President of Worst Kept Secret, explained that the new name is a nod to the problem the agency solves for its clients.
The rebrand is part of a broader transformation that has seen the agency overhaul its operations, including its organizational structure and the tools and technology it uses. Over the past two years, the firm has brought in talent from major agencies such as Arnold, Ogilvy, AKQA, VML, Martin, Crispin, 72andSunny, TBWA\Chiat\Day, Huge, Dentsu, McCann, and TeamOne. This influx of talent has helped the agency raise its standards for the work and the perspective behind it.
Mick Sutter, Chief Creative Officer of Worst Kept Secret, emphasized the importance of the new name. "Worst Kept Secret is the bar we're setting for the work, not a trophy we've already won. It means everything we make should be worth talking about, and it's on us to get more of it there. That's the standard we're chasing now," Sutter said.
The rebrand follows a period of significant momentum for the agency. In the past year, Worst Kept Secret has welcomed new clients, including Visit Williamsburg, U.S. Travel Association, V2X, and Homes & Villas by Marriott Bonvoy, while continuing to deliver award-winning work for organizations such as PenFed Credit Union, Washington Metropolitan Area Transit Authority, BIO, United Federal Credit Union, Visit Fairfax, and Luray Caverns.
Worst Kept Secret is an integrated creative agency that helps brands get seen, remembered, and chosen. The agency specializes in working with clients in the service sector, such as financial services, transit, travel & leisure, advocacy, government contracting, healthcare, and education. The firm operates out of its headquarters in Tysons, Virginia, and can be reached at www.worstkeptsecret.com.