The name is a play on the composers Gilbert and Sullivan, who were famed for their operetta works.
Some have suggested it was Stephen Shane, a CBS Records manager, who suggested the name change, however, Gordon Mills has prior form for this action with his acts.
Mr Macfarlane continued: “Before Tom went to America and became the big time, he would drink beer and maybe smoke woodbines, but when he became big, Gordon moulded him to become a cigar smoker and champagne drinker.
“He [Gordon] refined his image, Gordon was a genius, he was an absolute genius.”
Sir Tom Jones famously was first marketed as a young, single miner from Wales, when he was actually a married man with a child who had never been down a mine in his life, with his name changing from Thomas Woodward to Sir Tom Jones.