Observer rebrands as Cision

CHICAGO: Observer Group, the parent company of Bacon's, Delahaye, and Bacon's Multivision in the US, has rebranded the entire global organization under a new name: Cision.

CHICAGO: Observer Group, the parent company of Bacon's, Delahaye, and Bacon's Multivision in the US, has rebranded the entire global organization under a new name: Cision.

Steve Newman, CEO of Cision America, said developing a single brand for all of the Observer companies has been in the works for some time.

"We had a great company, but all of these different brands in different countries," he said. "As we've become more of a global company and [we now do] more international business, it caused confusion in the marketplace."

Working with branding firm Landor, the company did a series of internal focus groups to come up with ideas for a new name, even holding contests to gather ideas, Newman said.

He added that the new name and activities surrounding it - including new ad collateral and a Web site - will ultimately help to strengthen the overall brand.

"Observer is probably the largest provider of PR services in the world, but it's not necessarily perceived as so," said Newman. "A single brand gives you a much better image in the marketplace."

The new name was introduced at a global shareholder meeting on March 29.

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