The Corby-based operations, which has around 85% of the UK coupon handling market and employs around 400 staff, will now be called Valassis.
To coincide with the name change, Valasiss has also announced that the operations will be headed by Charles D'Oyly, who becomes managing director and joins from British Airways-owned Air Miles Travel Company, where he was director of partnerships.
D'Oyly said: "Valassis in the UK will continue to specialise in coupon services and database management, except now our clients will also be able to benefit from the group's global expertise and products.
"The change in name to that of our parent reflects its positive commitment to the UK company."
NCH was launched in 1970 by AC Neilsen as its coupon processing and clearing arm Neilsen's Clearing House, but changed its name to NCH Promotional Marketing, then NCH Marketing Services during the 1990s. It was bought by Valassis in 2003.
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