The name change will not bring changes at an operational level with Peter Thomson, its managing director, continuing to run the 20-strong operation.
Its clients include Honda, Panasonic, Estee Lauder and NEC.
Thomson said the decision to rebrand CDP Media had been taken to remove confusion surrounding the agency's status. It is a media independent offering integrated planning and buying rather than being tied to cdp-travissully's client list.
The decision has been hastened by the lack of common client business following CDP's loss of the Honda creative account last year.
Thomson said: "The new name displays our media independence. It also reflects that we are part of the WPP Group and will allow us to market better without being seen as a media subsidiary of CDP."
"The name reflects a 'Ronseal' approach. We will use media to enable our clients to get ahead and stay ahead of the game,