Wyndeham Digital was set up in April 2014 when Wyndeham Group took on Wokingham-based Volume Group's six-strong data services team, which offered data analysis, bureau services, data management and processing.

The Reading-based data arm was originally put under the auspices of Jon Roberts, managing director of Wyndeham Roche in Cornwall, where the group had planned to invest in new digital print equipment to augment Wyndeham Digital's data offering.

That strategy has now changed, with the data arm coming under the more natural ownership of Walstead's Shoreditch-based cross-media production agency Rhapsody, which specialises in delivering cross-platform content.

Tim Moscow, operations director of Rhapsody, said: "The data analytics side of Wyndeham Digital sits well with Rhapsody. Equally, they were finding their customers coming to them and asking for things like design services for email campaigns.

"By amalgamating the two companies we can now offer Wyndeham Digital's clients a complete service – whether that's for print, online or apps – to deliver all the way through."

He added: "We're going to take ownership of Wyndeham Digital and bring it straight in under the Rhapsody brand. The data services team will continue to work out of the Reading office and as the business grows we’ll be taking on more people in the future."

Rhapsody will gain in-house data cleansing, data compilation, insight analytics, persona development and rationalisation services via the merger, which will also boost its turnover to approaching £5m.