Tuesday Wake-Up Call: Brands are kind of uninspired by the #RoyalBaby. Plus, what WPP should do

Welcome to Ad Age’s Wake-Up Call, our daily roundup of advertising, marketing, media and digital news. What people are talking about today: Since we don’t know the name of the new addition to the British royal family yet, let’s just refer to the 8 pound, 7 ounce-babe as the #RoyalBaby. Some brands offered congratulations via social media, but since this is baby No. 3, there seemed to be less creativity this time. (As The Drum writes, “sequels are always more difficult.”) Boots, the U.K. pharmacy chain, posted a bland congratulations, a generic photo of the royal parents and a celebratory emoji. Ditto for British Airways, but with three emojis. (Seriously, that’s all you’ve got?) Retailer John Lewis tweeted a photo of classic baby buggy with the caption, “Your carriage awaits,” in fancy-looking script. (Better.) Netflix shamelessly used the occasion to plug its show about the royals, “The Crown.” Because the #royalbaby was born in Paddington, @paddingtonbear wondered if the Duke and Duchess might consider calling him Prince Paddington. Sorry to disappoint, but the bookies are going with Arthur, Albert and Philip, according to the BBC.

Flashback: If royal babies really aren’t your thing, refer to satirical magazine Private Eye’s classic cover from when Prince George was born in 2013. The giant headline was: “Woman has baby.”

Memo to WPP

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