SBGFinex, which was founded in 1991, will now trade under the name Digital and Direct Communications, and said it intends to implement a number of further changes to the business, although daily operations would stay the same.
Media Square bought SBGFinex in September 2005 as part of the acquisition of several marketing services companies from Huntsworth. It sold the business at a loss at the end of February.
The rebranding will affect the company's output, as it aims to reflect its core digital and direct marketing business.
The agency will retain its current client list, which includes Sky, HP, Waitrose and Sony BMG, and intends to continue its evolution into the digital and mobile sphere.
Dad said it would "continue to be planning led", and understand "what drives response across both on and offline media channels".
Ray Fine, chief executive of Dad, said the agency was "still passionate about ideas, and as focused on exceeding expectations" as it moves forward.
This article was first published on brandrepublic.com