Founded in 1960 by Dominique Claessens, the company has made the change following the rise of its London office, Cartils, which opened in 2007.

The consultancy, which currently works with 48 international clients in more than 40 countries, says the name change "complies with the ambition for global expansion”.

The company currently works on brands including Grolsch, Carling Black Label, Wyborowa, and Ketel One.