FD has acted to drop the LLM part of its name following the departure of yet another senior member of staff.
PRWeek has learned that senior VP Sean McKee has quit the agency after seven years without another job lined up.
In the past 18 months, the agency has seen the departure of co-founder Jon Mendelsohn, chairman David Cracknell, partners Ben Abbotts and David Abrahams, and MD Craig Leviton. The agency recently hired Henry Goodwin, a former aide to shadow cabinet minister Alan Duncan.
The agency's MD Fiona Mason said McKee was taking a career break and the rebrand reflected 'a logical step in the development of the business'.
She added: 'This reflects our full integration with the rest of the group, which is demonstrated by an increasing number of projects and clients that we work on across the business.'
Nevertheless, the decision to quietly drop the LLM name will cause ripples around the public affairs agency world.
LLM was set up as Lawson Lucas Mendelsohn in 1997 in the wake of Labour's landslide general election victory and was previously considered to have strong links to senior figures in the New Labour camp.
In 2005, the public affairs agency was acquired by City PR giant FD (formerly Financial Dynamics) and renamed FD-LLM. FD is believed to have paid around £4m for LLM.