GSD&M is ditching the name it built for more than 30 years to take on a new moniker: GSD&M’s Idea City.

The name change, which took effect yesterday, is the part of an agency-wide restructuring effort to celebrate its 36^th anniversary.

Co-founder Roy Spence has been named the new chairman and CEO. Duff Stewart, a 17-year agency veteran, takes over as president in addition to his COO role.

In addition, a 16-person leadership council has been appointed to help run the agency. Co-founder Judy Trabulsi will oversee the council as its chairperson.

GSD&M will also begin a search for a chief ideas officer, who will oversee campaigns for the agency.

"For 11 years Idea City has been what we have called our building,” Spence said in a statement. “Now, it is what we are building. We have moved from an acronym of who we are—the initials of our founders —to what we stand for and do: visionary ideas that make a difference for our people, our clients, our country and the world.”

Spence, Trabulsi, Steve Gurasich and Tim McClure founded the original GSD&M in 1971. The agency works with clients including Southwest Airlines and AT&T.

GSD&M's Idea City is an Omnicom agency.

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