Twenty-five years of corporate reporting history ended today with the announcement that the brand name of Pauffley was no longer.

Pauffley, the specialist reporting agency, merged last year with sister-Omnicom agency, FHD, the design and brand identity arm of Fishburn Hedges. Since then the agency has been trading under the name of Pauffley FHD.

However, following a lengthy period of mooted change, the agency has announced its new identity, Further.

When asked his thoughts on the demise of the Pauffley name, Reg Pauffley, the original founder of his eponymous agency, who sold out to the Omnicom Group in 1999 and now runs The Creative Consortia, was saddened to hear the news. "A name's a name, and is nothing to start with, but a brand becomes its own entity. The Pauffley name existed for a quarter of a century. We worked with some big clients and benefitted from employing exceptionally talented staff who then went on to found or run some great agencies, such as Excite, Greentarget and The Big Window. It's a bit of shame that heritage has gone."

However, Patrick Eastwood, Further's managing partner, commented "Our new brand name is the natural next step for us. There’s a real opportunity for an agency that combines genuine expertise in branding, reporting and digital execution and we’re determined to build that agency.”