The independent media agency, 19% owned by Starcom MediaVest Group, part of Publicis Groupe, is also launching a new website.
Planning director Charlie Varley said: "The Manchester bit doesn't add anything; it's not of benefit to clients. If anything, it might be seen as a negative and slightly parochial."
MediaVest bills itself as the UK's largest independent media specialist. In 2007, it was the first agency based outside London to break the £200m turnover mark. The rebrand will not, however, pave the way for a move to full independence.
"We have been part-owned by Publicis from the start and that suits us very well," said Varley. "We run our own business and we take part in national pitches, but we also have a big brother to sort out the bullies if necessary."
MediaVest has spent 10 months and more than £50,000 revamping its corporate identity and website.
From this week, it will use the brand name MediaVest in all company literature, although the agency's registered name remains MediaVest Manchester.
MediaVest is not the first media shop to try to reposition itself as a national agency. Earlier this year, MediaCom Scotland rebranded as MediaCom Edinburgh to reflect the fact that it handles media for national clients, including Baxters Food Group, but from a Scottish base.
_1.jpg)
.jpg)
