SINGAPORE: Young & Rubicam Group's customer relationship marketing
company will stick to its Impiric brand name throughout Asia eventhough
the business has been renamed Wunderman elsewhere in the world - the
third name change in as many years.
Originally called Wunderman Cato Johnson (WCJ), the company changed its
name to Impiric 18 months ago. But has now reverted to Wunderman, after
one of its founding partners, Lester Wunderman, as it wants to reclaim
its heritage, according to Wolfgang Haf, president Impiric Asia
Pacific.
However, in Asia where the company has 18 offices, Haf said many had
been established under the Impiric name. "We've successfully established
ourselves here as Impiric," he said.
Rather than throw away the equity that has been built up, Haf has
decided to keep the Impiric name, but is adding the strap line: 'A
Wunderman Company'.
"We originally changed the name to Impiric because WCJ was renowned for
direct marketing but we needed to broaden our sphere of expertise" he
added. Itexpanded beyond direct marketing into interactive marketing;
data analysis, warehousing and management; teleservices and
promotions.
"We've grown to a substantial size because marketers realise the
importance of one-to-one communication," Haf said.
