Grayling CEO Pete Petersen has consolidated its five-member DutkoGrayling office network in the U.S. under the Grayling banner and promised a future geared to the high-tech arena.

graylingHe wants the firm to be master of Big Data, "able to tease out insights that drive game-winning strategies for clients," said the Edelman alum in making today’s announcement.

Grayling's existing Atomic PR high-tech operation will maintain its identity under CEO Andy Getsey.

The rebranding campaign includes a new logo and updated website.

Also, Grayling is slated for new leadership in its Asia-Pacific region as Bob Pickard, Burson-Marsteller’s former regional head, takes the A-P CEO post in January.

Pickard led B-M's nine country, 19-office chain until Dec. 31, 2012.

Grayling is part of U.K.-based Huntsworth.