In conjunction with the move, BPA said it is introducing a new master brand logo and complementary product-line logos. The organization is also launching a redesigned Web site and a new tagline: "Leading the world in media auditing."
BPA is changing its name to emphasize its growing presence around the world. "We have greatly expanded our geographic reach, our membership, and our products and services. We now do business in over 20 countries," Glenn Hansen, BPA president-CEO, said in a statement.
Research overseen by advertising agency Stein Rogan + Partners revealed that the word "international" did not convey the geographical scope of BPA, according to Tom Stein, president of Stein Rogan, who said the word "worldwide" is understood to encompass all countries, regions and continents.