Westcoast has unveiled plans to launch a rebrand that will see it act as a "catalyst for the integration of our companies."
The move was sparked after the acquisitions of Orion Media Marketing in 2005, and its subsequent proxy-purchase of XMA last December.
Speaking to channel.hexus' Scott Bicheno, Westcoast's group head of marketing, Jasmine Gledhill said: "The rebrand is intrinsic to the products and services we offer and is supported by all operations within Westcoast.
"It doesn't just represent a new logo with a fresh new look and feel. It gives Westcoast the chance to reinforce our good reputation, encourage loyalty and assure quality of service across all products and market sectors."
Her views were echoed by Westcoast chairman, Joe Hemani: "It represents current requirements and needs of a dynamic environment and customer expectation.
"Westcoast has been trading successfully for over 25 years and the new branding brings us into line with our much changed industry as we continue our march towards the next 25 years!"