Michael Lavery, president and managing director of AAM, said: “The ABC brand has served our organisation and our industry well for nearly 100 years, but this represents much more than a name change. With advancements in the media industry and the progress our organisation has made in developing new digital audit services and cross-media expertise, we felt it was time to refresh our brand to better reflect our strategic role in the new world.”

The rebrand also follows the organisation’s recent acquisition of the Certified Audit of Circulations. “Our relationship with CAC helps expand our audit services for smaller US newspapers and increases the granular data available in our new Media Intelligence Center,” Lavery said.