Burnett Associates, the direct marketing agency which specialises in fundraising, has relaunched as Lion with a renewed focus on clients with 'social and ethical equity'.
The agency, headed by managing director Marc Nohr, lists Greenpeace, the Royal Society for the Protection of Birds and the Co-operative Bank among its clients.
The rebranding sees Burnett's existing DM, consulting, new media and media communications divisions combine to form one agency.
Graham Hinton, former chairman of the Institute of Practitioners in Advertising and chairman of Bates UK and DMB&B, has joined Lion as a non-executive director.
Lion will work with clients on the basis that it is the agency for brands and commercial organisations with social and ethical equity.
It will offer strategic consultancy, brand development, marketing planning and full-service delivery.
Nohr said: 'What an organisation says it believes in has to stand up to scrutiny. You only have to look at recent media coverage of the use of child labour in the manufacture of popular retail products.'