Impiric Rebranded Wunderman

Impiric, the direct marketing arm of Young & Rubicam Group, is changing its name back to Wunderman — an abbreviated version of its former self (Wunderman Cato Johnson).

The change comes two years after WCJ was rebranded Impiric, under then-CEO Jay Bingle. Bingle had sought to reinvent the agency as a consultancy specializing in relationship marketing.

According to the agency’s Web site, the decision to switch back to Wunderman was spurred by the shop’s desire to go back to its roots and emphasize its core competency.