Following the recent high-profile problems with the UK arm of MICE Group, MICE International, the group’s global events and marketing experience agency, has executed a successful buyout and distanced itself from its former parent by rebranding as M.

M will continue to operate from the former MICE International’s premises in West London and will maintain its client-base, which includes Sony, Xerox, COI, Qatari Diar, Microsoft, HP, British Airways, Motorola, Wentworth, Burberry, Nike and ATP.

Jim Curley, continued to deflect attention away from associations with MICE Group, saying: "Mice International has been a leading and well respected company with a proven track record over 17 years and a consistently sound trading performance. We are very excited about the future under our new branding of M. This heralds a new profile for us as an independent entity."

Explaining why the company chose to rebrand as M, creative head, John Young, added: "Our new name derives from the ancient hieroglyph for water – free flowing, pure – on which all creation depends. It represents our approach, we are turned on by the purity of core ideas and making them live for our clients through design, events, film, environments and digital experiences."

The company’s new website can be found at www.M-is.com