DiNoto Lee to Become DiNoto

NEW YORK DiNoto Lee is changing its name to DiNoto to more accurately reflect the leadership of the New York shop, agency founder and creative director Greg DiNoto said.

The change, which will be made over the next several months and completed by mid-summer, comes eight months after co-founder Esther Lee left to become chief creative officer, North America, at Coca-Cola Co. in Atlanta. When Lee left, she gave up her stake in the six-year-old agency.

“I want to eliminate confusion,” said DiNoto. “We’re adjusting the identity to reflect the current structure of the agency.”

Last year, Brian Martin came aboard in the new post of president. The shop, which recently landed ad duties on MLB.com and Jolt gum, now claims billings of about $30 million.

The agency name change will take a while because of the logistics involved.