[RESOLVED]

A colleague of mine found a solution to this. I'm not sure how valid a solution it is though, the linux documentation doesn't appear to acknowledge it until kernel 2.6. This does allegedly work if your compilation box has 2.4 headers... I tested it and it worked beautifully on Centos 4.4.

Code:
#include <sys/prctl.h>
char* myProcessName = "HelloWorld";
...
prctl(PR_SET_NAME, (unsigned long)myProcessName, 0, 0, 0);
The nasty thing about it is that PR_SET_NAME isn't actually #defined anywhere in 2.4 headers so we had to dig around to find that it's value is 15. Passing 15 into this function does indeed do what we thought it should do. There's a sister value called PR_GET_NAME with a value of 16 but I have not yet had a chance to use that.