The rebrand comes Bellenden/Newington's tenth anniversary year and features a new logo, while the website is also getting a shake up.
Newington co-founder and CEO, Mark Glover, said: "Our rebrand marks the beginning of the company’s next exciting chapter of growth. The name Bellenden stems from where we started out on Bellenden Road, Peckham, and when it was just me and co-founder Phil Briscoe."
The change in name was chosen partly as a nod to its London HQ, but also to try and convey a "cross-country footprint" with a place name found throughout the UK. Over the past decade, Newington has built up a roster of 45 consultants across the country and now spans education, energy, fintech (financial technology), housing, infrastructure, transport and justice.
"The rebrand and the move to bigger premises reflect our ambitious growth plans," Glover said. "As well as continuing to provide the highest quality support to our existing clients across public and corporate affairs, we will also be looking to build on our national and regional offices, in addition to growing our European reach."
Under its old name, Newington was fifth in the top UK Public Affairs Agencies in the 2016 PRWeek Top 150 and in 76th place overall. Clients include British Land, Canary Wharf Group, Octopus Investments and AQA.