'It is the right time to review the name, explore its associations and determine whether it is appropriate to consider alternatives,' said CEO Lord Chadlington in a letter to stakeholders this week.
Huntsworth has hired Ipsos MORI to canvass the opinion of these interested parties – including opinion formers and employees – to be completed by early May.
The firm, which completed the £195m all-share merger with Incepta 12 months ago, owns a host of agencies including Grayling, Harrison Cowley, Hudson Sandler, Citigate, Trimedia and The Red Consultancy.
The group had a busy 2005, acquiring event management and PR firm Sinclair Mason, Austrian agency Neisser Communications, and Swiss firm Zahner & Partner. This year it has already bought French PR firm Eurotandem, in a £6m deal (PRWeek, 24 Feb).
Huntsworth was set up by Chadlington following the sale of his firm Shandwick to Interpublic in 1998. It has since grown aggressively, culminating in the merger.
Incepta grew out of Citigate in a reverse takeover in 1997. Before the merger it opened more than 50 offices, notably forming Citigate Dewe Rogerson in 1998.