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International Firm Could Be Ditching Its Tongue-Twisting Name

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Newmark Grubb Knight Frank might be ditching its tongue-twisting moniker in favor of the simpler "Newmark." The possibility of "Cantor" has also been thrown around, the New York Post reports.

The firm (chairman Jeffrey Gural pictured) was originally known as Newmark & Co before joining forces with British-based Knight Frank in 2005. It went on a tear shortly after, buying up a number of smaller firms.

One common “Newmark” brand would remove behind-the-scenes politicking, an insider says, establishing a clear pecking order while soothing founders’ egos—a common issue with big M&As.

“It is one company and one consolidated ownership and all report to the CEO," an unnamed insider tells the Post, "but we have respected some individual brands for some period of time."

While legal paperwork's still pending, the company expects to unveil the new mononymous name on March 31. [NYP]