PlattForm Holdings Inc., the parent company of direct marketing service companies VentureDirect Worldwide, PlattForm Advertising and Beauty School Marketing Group, is rebranding itself as Ad Venture Interactive (AVI) to incorporate recent acquisitions and enhance top-level leadership.
Each of the three entities will now operate as separate divisions under the AVI umbrella. PlattForm’s CEO Michael Platt has taken the reins as CEO of New York- and Olathe, KS-based AVI.
While both PlattForm Advertising and VentureDirect Worldwide are long-standing brands, “they are not necessarily indicative of our service mix,” said Platt, adding that “given the recent acquisitions of VentureDirect, Beauty Schools Directory and Beauty Schools.com, the timing was appropriate to reorganize under a neutral brand not directly associated with PlattForm.”
Each division has a defined client base and the change is aimed to reflect that. While PlattForm Advertising works exclusively with career colleges and traditional universities, Beauty School Marketing Group has a similar relationship with cosmetology schools. Venture, on the other hand, serves various industry verticals from b-to-b and home services to senior living and luxury lifestyles.
“Not only is our client base different from division to division,” said Platt, “but all brands have deep recognition and strong reputations within the verticals served.”
The company’s recent growth, which has led to upward of $175 million in gross annual revenues, also led to the decision to have a senior-level team focused on overall company activities and integration. In addition to Platt, Dave Admire was named CEO of PlattForm Advertising and Bridget Duffy will serve as managing director of the Beauty Schools Marketing Group. Rich Baumer, meanwhile, will continue in his current post as CEO of VentureDirect. According to Platt, no further employee restructuring is expected.