But 52 is very much made in his image. The agency’s name nods to Waissmann’s nickname, Tony, with the 5 and 2 in its logo designed to form the shape of a “T.” Waissmann also turned 52 this year.

The name 52 also aligns with Waissman’s sports motif, as it resembles the number on the back of a player’s jersey.

“I dreamt all my life of making a place like this with brutal honesty,” he said, adding the agency wants to be “where clients find that true partner who understands the problems that keep them up at night.”

Waissmann didn’t share specific financial goes for 52, instead saying he will measure success by the strength of the agency’s ideas and its ability to attract great talent.

“We want to have a strong agency where great ideas are made, a place where good and talented people love to work, and also a place where teams and clients want to be,” he said.

He also offered a clear rationale for launching in a crowded market: “There are more clients than agencies.”