The rebrand, which comes in the wake of The REaD Group buying out bureau services provider Meta-morphix, is designed to help the group provide integrated data management services.
As part of the repositioning the The REaD Group, home to suppression files including The Bereavement Register, GAS and GAS Reactive, will rebrand as REaD.
Marketers will be able to select a single job or a range of Data Asset Management services from the group's subsidiaries, which include lifestyle and transactional specialist Scientia Data, REaD, Meta-morphix and lists and inserts manager TRG Strata.
Mark Roy, The REaD Group CEO, said: "Whether above-the-line or below-the-line, with so many 'old-school' marketing demarcation lines becoming increasingly redundant as marketers seek the most meaningful and cost-effective ways to communicate with customers, what's needed now is a more holistic and dynamic approach.
"Data asset management is our response -- a portfolio of data products and services which are easily managed, cost-effective and that enable clients to constantly update and renew their data."
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