France’s largest private-sector employer, the Compagnie Generale des Eaux (CGE), has decided on a new name. The water utility, which is now also in telecoms (via Cegetel), pay TV (via Canal+) and publishing (via Havas) has hit upon the Latin name Vivendi. Language buffs will recognize the genitive case of the gerundive of the verb vivere, meaning to live, so the company is now called ‘Of living’. Has anyone pointed out to CGE president Jean-Marie Messier that a renowned Gaelic beverage bears the name ‘water of life’? Make mine a double, but easy on the ice. á
