Executives at Cambridge Analytica and its affiliated corporation SCL Group set up new data firm Emerdata last year, which some speculate could be used to rebrand the controversial company after it shut down following questionable data collection of Facebook users’ personal information.

Nigel Oakes, an executive and part owner of SCL Group, publicly said Emerdata was a way of rolling up CA and SCL Group under one new banner, the New York Times reported .

The Times also reported that, according to two people with knowledge of the companies, SCL officials privately brought up the possibility that Emerdata could be a rebranding of CA and SCL Group after the Facebook data breach scandal.