Mumbai: Analytics and technology company Ugam on Friday announced that it is changing its name to Merkle as part of an integration plan following its acquisition by the performance marketing agency in 2019.

Part of dentsu International, Merkle is a leading customer experience management company that picked up a majority stake in Ugam to bring scale to its analytics’s business, provide a platform for dentsu’s and Merkle’s shared analytics services, and offer a complete and scaled analytics-based services layer for M1, dentsu’s people-based insights, planning, activation and measurement platform.

Ugam 1600-strong talent will now have access to Merkle’s leadership, global mobility and best-in-class learning and development programs.

Over the next few months, the brand migration will be reflected across Ugam’s assets including its website and social media handles and will be communicated to all stakeholders.

Ugam CEO and co-founder Sunil Mirani said. "I’m proud of Ugam’s achievements in the past 22 years. We’ve experienced year-on-year growth, driven impact for our long-tenured clients and strategic partners, grown into a family of 4,000+, and been recognised as a Great Place to Work. We’ve pushed boundaries to drive meaningful impact in society too. I’m excited about this brand migration as we will be part of a global leading company with similar values and culture.”