UK digital agency Spannerworks will from this week be renamed as icrossing, the title of its US-based parent company.
The move is part of an integration of Spannerworks into icrossing's international network - a change that has been on the cards since icros-sing took over Spannerworks for an undisclosed sum in February 2007.
Jeff Herzog, chief executive of icrossing, said: "This is a retiring of Spannerworks and a rebranding under icrossing, realising the vision we have of complete integration as one brand and one family."
Spannerworks is expanding into display advertising, website building and other areas.
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