AT&T Wireless chief marketing officer Mark Lefar resigned from the company earlier this month while AT&T is in the middle of a massive rebranding campaign to align the former Cingular with the rest of its communications services, the Financial Times reported this weekend.

Lefar joined Cingular three years ago, where he was critical in shaping the Cingular brand and overseeing a rebranding operation in the exact opposite direction, merging the AT&T Wireless brand with Cingular.

While AT&T has officially lumped the Cingular in with the rest of its business units—it officially changed the classification of Cingular to the mobility division last week—it hasn’t phased out the name completely. It is still maintaining the Cingular Web site and Cingular-branded services like Cingular Video, and in its advertising is the familiar refrain “Cingular is the New AT&T.”