The Chime offshoot Rainmaker Consultancy has been forced to change its name after ongoing confusion with a smaller advertising agency, also called Rainmaker.
The company will now be known as Heresy, as reported in Campaign in November 2000, when it was formed.
Heresy's founding partner, Crispin Jameson, said the change came after protests from Rainmaker Advertising, a London agency founded in May last year. Jameson said Chime did not want to confuse the market.
'When we formed, Heresy was deemed too radical a choice of name,' Jameson said, adding that now the consultancy was more established, the Heresy name was in line with its 'outspoken' positioning.
The change coincides with Heresy's DLJdirect win. The consultancy claims the assignment for the Credit Suisse First Boston-owned online broker is worth pounds 8 million.