The relaunch means that the agency's creative process has been altered to ensure ideas are developed before the methods of communication have been detemined.
The changes follow a recent management overhaul at the agency, instigated by MDC's chief strategist, Chuck Porter. Last month, Stuart Leach, the former head of strategy, was promoted to managing director. He took over from Chris Zandonati, the former chief executive, who left along with the finance director, Courtney John, and the director of innovations, Kevin Jackson.
At the same time, David Paul Jones, the former Euro RSCG London finance chief, joined as the chief operating officer and financial director.
Leach, who has been with the company since 2000 as a board director responsible for planning, has been leading the changes with the creative director, Ian Thomas. The changes come a year after the departure of Matthew Hooper, the former chairman and founder of the agency.
Leach said the new name gave the agency a chance to make "a clean break from the past". "We are introducing a lot of things that will make Mr Smith a successful agency," he said. "This new agency is designed to evolve and respond so we can always deliver the most creative solutions in a totally professional way."