Effective immediately, the name change means that TradeDoubler's search business will be known as TD Search throughout the 19 European countries it operates in.
TradeDoubler said having a single pan-European brand will pave the way for launching new products such as the single platform it plans to launch in 2010 to manage digital marketing programmes across search, display and affiliate marketing.
Simon Burgess, UK managing director of the Swedish-headquartered company, said: "Integrating the IP, sales teams, and technical expertise from one of the world's biggest search engine optimisation companies with one of the industry's largest online marketing companies creates a powerful solution for complex, cross-border, multi-lingual search campaigns that can be co-ordinated through a single point of contact."
Burgess, who was appointed last month, is the fourth person to head TradeDoubler's UK operations since it acquired The Search Works in July 2007 for £56m.
Ben Wood, TradeDoubler's previous UK managing director, departed in May 2009 after just under a year with the agency and taking the managing director role at Diffiniti.
Wood succeeded Jim Brigden, who was group managing director for UK operations for TradeDoubler from October 2007 to June 2008 and fomerly chief executive of The Search Works. He took over from Andreas Bernstrom who was managing director of TradeDoubler prior to the acquisition on The Search Works.