As of July 1, Charlotte, North Carolina-based distributor Activate! Promotions + Marketing is officially operating as BrandAlliance. The name change is the result of a merger between the two organizations that was executed on June 30, 2015.

The combined company will have an increased international presence with minimal business overlap, and a greater, more aligned service set. Fred Parker, president of Activate! parent A Brand Company, says, “A lot of hard work has gone into pulling together two large organizations within a year. We’ve exceeded our expectations, and we can now look to the future as we grow together toward becoming a global leader.”

In the coming months, BrandAlliance will be issuing new brand standards, rolling out targeted marketing initiatives and unveiling a website refresh.