Deputy director Paul Whiteing said research conducted for the charity had found that the ICSTIS name - which stands for the Independent Committee for the Supervision of Standards of the Telephone Information Services - was a ‘barrier' to consumer access.
The not-for-profit group is keen to raise its profile, and is looking for an agency to come up with new branding to highlight the organisation's role in regulating the sector.
It also wants to boost the media profile of newly appointed chairman Sir Alistair Graham, who previously had a high profile as the chairman of the Committee of Standards in Public Life.
External affairs manager Frank Fitzpatrick, who joined at the beginning of June, will handle the tender. Formerly an independent PR consultant, Fitzpatrick took on the role after Richard Sullivan joined Vodafone UK as regulatory affairs manager.
A longlist will be drawn up over the next few weeks. The budget for the account has not yet been revealed.
In April, ICSTIS formed a dedicated team to monitor premium mobile services, saying it was concerned about the potential for excessive charges for downloading video content to mobile devices.