From this week, the agency will be known as FCB London rather than Banks Hoggins O'Shea/FCB.
The name change reflects the departure of Ken Hoggins and Chris O'Shea, the BHO founding creative directors, in March and the installation of a new management team: Jonathan Rigby, the managing director; Al Young, the creative director, and David Bain, the planning director.
John Banks, the agency's chief executive, said the renaming "now completes the changes we have set in motion to drive the agency forward".
The FCB name has been a part of the UK industry since 1947, when the network's first office opened in London.
Since then, it has had a chequered history. During the 70s and early 80s, it was one of the most potent agencies in Britain. Its creations included the Dulux dog, the Sure "tick" and the "We'll take more care of you" advertising for British Airways.
In 1982, FCB was named ±±¾©Èü³µpk10's Agency of the Year. However, the loss of BA to Saatchi & Saatchi was followed by a string of devastating account losses and management turmoil from which the agency never fully recovered.
It recently won the £3 million Yeo Valley account but is set to part company with Waitrose after seven years.
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