The rename – Kin meaning family and Carta meaning map, to represent connection and collaboration – has come following J Schwan taking over as CEO in June and the disposal of its legacy business.

Kin + Carta said in a statement it would apply creativity, data and technology to help companies invent, market and operate profitable new products and services.

The name change also sees a new operating model established called ‘The Connective’ designed to be a “seamless collaboration across a global ecosystem of 1,500 technologists, strategists and creatives”.

Agencies owned by Kin + Carta include Incite, Pragma, Hive and Relish.

Schwan said: "The launch today of Kin + Carta sets the seal on the old St Ives. We are now a digital transformation business with a growing number of the world’s leading companies as clients supported by our 1,500 technologists, strategists and creatives based in our 11 offices around the world. Today we start on our growth journey powered by continuing organic growth and the acquisition of further breadth in our offering to clients."

Trading in the company’s shares will start under the new name (ticker code ‘KCT’ ) from 3 October 2018.