D'Arcy Masius Benton & Bowles wants to be called by its first name.

Commonly known as DMB&B, the MacManus Group agency will launch a global restructuring in September. As part of that, it will unofficially change its name to, simply, D'Arcy.

Arthur Selkowitz, chairman-CEO, said the name change makes D'Arcy stand out more than a "faceless" set of letters.

"I've never been comfortable with initials," he said.

Legally, the New York-based shop will still be D'Arcy Masius Benton & Bowles, but its letterhead will use only the D'Arcy moniker. By dropping out of the initials pool, company executives said, they'll be better able to brand themselves globally.

The 15th-largest agency brand, it bills $5.8 billion worldwide.

NEW LAYER OF MANAGEMENT

D'Arcy is adding another layer of management for its newly created TransAtlantic region, which encompasses North America, Europe, the Middle East and Africa.

The region will be run by current North American President John Farrell and Chief Branding Officer Susan Gianinno. They will share the title co-president, while Ms. Gianinno will retain her current title and Mr. Farrell will become regional CEO.

Mr. Selkowitz said the new structure "flattens" the hierarchy that previously existed and encourages cooperation among offices. Under the TransAtlantic region, heads of independent offices will report to Mr. Farrell and Ms. Gianinno.

"We're breaking down borders, learning, cooperating, focusing on clients and not letting regional definition get in the way," Ms. Gianinno said.

Copyright June 1999, Crain Communications Inc.