Surprise: Kelsey Brand Trumps BIA

Usually in an acquisition a newly acquired subsidiary brand is maintained for a period of time until the latter’s customers or clients get used to dealing with the parent. But BIA, which bought the Kelsey Group last year, has decided to keep the Kelsey brand and changed the company’s name to BIA/Kelsey:

BIA Advisory Services will now be known as BIA/Kelsey, representing the culmination of BIA’s acquisition of The Kelsey Group last October and the complete expanse of services the combined company now offers to multi-delivery platforms . . .

BIA probably came to the (correct) conclusion that it had limited recognition and credibility in the digital sector vs. the Kelsey brand. Hence the name change.


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