The Paul Weiland Film Company will now be called Weilands, the name by which it has commonly been referred to by the advertising industry.
The company is also pressing ahead with its Cheap Young Talent initiative. This aims to supply directors who have a passion for advertising and want to communicate with consumers via a wide range of methods, from virals and programme idents to mobile phones and websites.
The initiative evolved out of a mobile phone film contest designed to attract wannabe directors. It was used to launch the company's new website at the end of last year.
Final judging, in conjunction with Campaign, takes place in November, and the winning film will be featured on the website.
Weiland is currently in talks with agencies about new possibilities for branded content in programming. "We want to be ready for any opportunity that presents itself," said Weiland, whose latest feature film, Sixty Six, is due for release.