IMPIRIC RETURNS TO WUNDERMAN NAME
By Adnews Staff
Integrated marketing agency Impiric returned to its previous Wunderman name on Friday. According to the company, the change reflects the achievements of its founder Lester Wunderman. The agency underwent a global rebranding last February, part of which was to change its then-name of Wunderman Cato Johnson to Impiric, to better reflect its complete range of integrated service offerings, the firm said at the time. According to the agency, the decision to change its name back to Wunderman is a reaffirmation of its commitment to the marketing principles championed by Wunderman. "The name 'Wunderman' has immeasurable worth in the direct-to-consumer marketing industry," said Daniel Morel, chairman and global chief executive of the agency. "Lester Wunderman is the acknowledged 'father' of direct marketing, a title that no other person or organization can claim. The equity attached to his name could be neither purchased nor generated quickly." Wunderman co-founded Wunderman, Ricotta and Kline in 1958. The agency was acquired by Young & Rubicam in 1973 and merged with Cato Johnson in 1992.