Keep Them Guessing - The Art of Code Names

Did you know that every M&A deal has a Code Name? Have you ever wondered how they were created?

I know what you’re thinking, why does an M&A deal even need a code name? Well, you wouldn’t want to be giving away any confidential details while you’re chatting with a colleague in the line at Starbucks, would you? A codename allows people to discuss the deal and print documents without jeopardizing the deal by using the company names.

How are code names determined?

You can arbitrarily generate a code name using an online tool. Code Name Generator is a popular name generator that uses multiple categories in different orders. And while it produces great random codenames, they’re almost always impossible to remember…which makes them very safe I guess!

Some companies have a list, of say luxury cars, that they allocate in order, working their way down the list as they add a new deal. The codename is usually uninteresting if overheard and mundane enough that nobody will be able to remember what companies are linked to that specific codename, making the deal safe but easily forgettable.

Other companies use the first letter of each company involved in the deal. So for example the deal with Amazon buying MGM Studios could be referred to as Alpha and Mercury. The code would be hard to decipher but it’s also difficult to remember which companies are involved in the deal.

While all the naming strategies above work, it can be hard to remember what the codenames refer to. And if you’re working on several M&A deals at one time, which I often am, it’s easy to get confused.

I prefer to have some kind of link to the companies involved in the codename, like a play on words with the company names or a reference to where it’s based or the industry. Sometimes it takes a while for the codename to grow on me until I’ve got used to it.?

Examples

Project Waters – When I was at OpenTV we bought a company based in London, Static 2358. OpenTV was based in Mountain View, CA. That project was named after Roger Waters and David Gilmour of Pink Floyd. Static 2358 was Waters and OpenTV was Gilmour.

Project Mercedes – Yes, this is a car name but it refers to a company, Webwasher, based in Germany that we bought while I was at Cyberguard. I picked the name because of the German connection and because the car has a reputation of being fast, sleek and elegant; qualities of Webwasher that I liked.?

Project Rocket – This refers to the first company we bought while I was at Lumension. At the time Lumension was called Patchlink. Rocket referred to a division of Harris Corporation called STAT. I chose the name because the company was based in Melbourne, Florida, not far from Cape Canaveral, and because the acquisition of STAT was the launching of the new vision for Patchlink.

Project Fortress – This refers to the second company Patchlink bought, Securewave, which led to the changing of the company name to Lumension. First, the name is great for security technology but the main reason was that Securewave was based in Luxembourg and the geography of the city is like a natural fortress.

Project Gemini – Refers to Securityworks, a small, two-person firm based in Dallas, TX that Lumension acquired. Gemini refers to the twin brothers Castor and Pollux in Greek mythology.

Sometimes the codename isn’t very creative but I always have fun naming a project!

?