Partners BDDH, which merged with Euro last year, is also losing its branding in the new name. The decision calls time on the clumsy Euro RSCG Wnek Gosper Partners moniker that has been in place since last summer.
The company was expected to drop the names Wnek and Gosper from the title, after Brett Gosper quit to head the New York office of McCann-Erickson and Mark Wnek left to launch a start-up.
The agency's frontage featuring the names Wnek and Gosper was found in a bin at the beginning of the week.
Euro RSCG's chief executive, Nigel Long, said: "The creation of this new name puts the onus on the brand, and not the individuals. It gives us a fresh start."