Periscopix was acquired by Merkle in 2015, and provided media, customer experience and ad tech consultancy services through the Merkle/Periscopix brand.

The rebrand will increase access to the employees, data and insights across the firm’s media and CRM capabilities with greater simplicity and efficiency for clients, a statement from Merkle said.

Merkle will continue to work with its specialist media clients across analytics, paid search, paid social and SEO, as well as a training offer.

The move supports clients who are joining up performance media activity with their CRM, the company said.

Thomas Byrne, executive vice-president of agency solutions, Merkle EMEA (pictured), said: “Today’s announcement is about living our values and demonstrates that the Merkle business is integrated by design to meet the rapidly changing needs of our customers, providing access to our wide pool of talent and people-based marketing expertise.”