The Helme Partnership merger with O'Connor O'Sullivan Advertising produced, among other things, one of the most unwieldy company names in Irish advertising - the two company names were simply joined together. The agency has now reverted back to the Helme Partnership.

"Since O'Connor O'Sullivan and Helme's merged successfully last year, everyone has felt a little unhappy with the length of the name, so we have taken the opportunity to revert to a more user-friendly title," says Mr Donald Helme, managing director of the merged entity, which bills over #20 million (#15.75 million) per annum.

There are now three trading units within the group. Alongside Helme there will be Rational Decisions - a new media, below-the-line and customer relationship management company - and PR@The Helme.

Kellogg's is implementing a new strategy to boost sales of its Just Right cereal. A new animated TV advert campaign with British actress Caroline Aherne doing the voice-over airs next week, in an intensive week-long campaign which will be supported by a heavyweight sampling strategy.