Starcom UK is dropping the "Motive" name, which dates back to 1995, when Bartle Bogle Hegarty launched its media operation.
The announcement comes as Starcom UK is seeking to strengthen its position as the hub of the EMEA network.
Mark Cranmer, the chief executive of Starcom Group EMEA, said: "Iain Jacob, Andy Roberts, Pete Edwards and myself were founding members of Motive. Before that, we were long-serving BBH employees.
"Our decision to refer to our office as Starcom is the right thing for our company and reflects the impetus we are putting behind Starcom as a truly global media agency."
As part of this impetus, Tarek Ayntrazi, the chief executive of Starcom Group in the Middle East, is moving into a newly created role for the Publicis Groupe-owned network. The Paris-based Ayntrazi becomes the chief operating officer for Starcom in central and eastern Europe on 1 April.
Starcom has also named four EMEA managing partners: Roberts, the UK buying director, Ian Clarke, the international client ser-vices director, Nigel Foote, the group strategy director, and Edwards.
Edwards is also assuming responsibility for the "Starcom Next" portfolio.
Starcom Next includes the gaming specialist Play and the "word of mouth" unit Reverb.
As part of the changes, Jim Marshall, Starcom's UK chairman, will partner Cranmer at the Great Pulteney Street office.
There are also three new appointments at Starcom's sister UK agency, Starcom Mediavest. Stewart Easterbrook becomes the operations director, Avril Gallagher has been named the client services director and Richard Hartell becomes the agency's planning director.
- Perspective, page 10.