Impiric sticks to name despite global change

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