Upstream has been the name of the company's lobbying wing in Europe since its creation in 1999. It will now operate as GGR globally.
The move comes as GGR installs Ross Fitzgerald to head its Manchester operation, switching from an account manager role in its Edinburgh office. He has been replaced by Conor McGowan, who joins from the office of Wendy Alexander MSP.
In addition, GGR's London office has hired Grayling Political Strategy senior account exec Camilla Horwood as account manager.
The changes come as Upstream's parent firm was renamed this week as DLA Piper. DLA merged with Piper Rudnick and Gray Cary in early 2005 to form the clunky-sounding DLA Piper Rudnick Gray Cary.