BPA INTERNATIONAL LAUNCHES NEW BRANDING INITIATIVE
New Name, Logo, Brand Campaign by Stein Rogan + Partners Leverage BPA’s Momentum and Market Opportunities
NEW YORK, NY, June 6, 2004 – BPA International, the media and event auditing organization now in its 73rd year, is moving aggressively to capitalize on momentum and growth – growth that has extended far beyond its core business publication franchise. As a pivotal part of these efforts, BPA is unveiling a new, multifaceted branding initiative developed by New York-based Stein Rogan + Partners.
“In our research among ad agencies, marketers, publishers and media owners, we found that BPA is perceived highly by all segments – B2B and consumer alike – particularly in the areas of accuracy, timeliness, transparency and depth of information” Stein reports. “Naturally, much of BPA’s equity is rooted in its perception as the business audit leader. Yet, consumer agencies and media owners also consider BPA very highly – due in part to the high levels of skepticism and accountability issues surrounding consumer circulation data,” he adds.
Stein Rogan also found that the key benefits the market looks for from an auditor are assurance and insight – benefits the market feels BPA delivers.
“BPA scores very well in all these areas,” states Hansen. “Collectively, these attributes are perceived by agencies and publishers to enable advantage. This is the new brand promise and value proposition that we are going to market with.”
Stein Rogan’s efforts include the development of a new brand identity – starting with its logo. “Our goal was to convey assurance, innovation and global coverage. We’ve developed a new mark and logo that achieves this, utilizing a globe encircled by a check mark,” Stein comments.
Stein continues, “We also found that there is huge equity in the name BPA. In fact, the acronym has become the name. In addition, research revealed that ‘Worldwide’ is a more apt descriptor of BPA’s global coverage than ‘International.’ In the Unites States and Europe, for example, ‘International’ tends to be perceived as the ‘rest of the world’ while ‘Worldwide’ is perceived as truly global. So, BPA International’s brand name has been changed to BPA Worldwide.”
Along with a new brand positioning, identity and name, Stein Rogan is launching an integrated communications program in June encompassing print and online advertising, collateral materials, tradeshow marketing and other venues.
Reports Peter Black, BPA Worldwide’s Senior Vice President, Marketing, “Our value proposition is resonating more than ever in the consumer market, the B2B market, the events market, the interactive market – really all of our markets, all over the world. We intend to get the message out that, when it comes to media and event auditing, you can expect and get more from BPA Worldwide.”
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About BPA Worldwide
A not-for-profit organization since 1931, BPA Worldwide has the largest membership of any media-auditing organization in the world. Media owners, advertisers and advertising agencies govern the tripartite organization. BPA’s global membership of 5,300 consists of nearly 3,000 media properties (including 1,900 B2B publications and nearly 500 consumer magazines, plus newspapers, electronic face-to-face, wireless and databases), as well as 2,800 media buyers spanning more than 20 countries. Visit www.bpaww.com for the latest audit reports, membership information and publishing and advertising industry news.
About Stein Rogan + Partners
Stein Rogan + Partners (www.steinrogan.com) is a full-service integrated and interactive advertising agency that builds brand and creates demand for market leaders in such categories as technology, media, e-business, entertainment, communications, education, travel, teen/college and more.
New Name, Logo, Brand Campaign by Stein Rogan + Partners Leverage BPA’s Momentum and Market Opportunities
NEW YORK, NY, June 6, 2004 – BPA International, the media and event auditing organization now in its 73rd year, is moving aggressively to capitalize on momentum and growth – growth that has extended far beyond its core business publication franchise. As a pivotal part of these efforts, BPA is unveiling a new, multifaceted branding initiative developed by New York-based Stein Rogan + Partners.
“In our research among ad agencies, marketers, publishers and media owners, we found that BPA is perceived highly by all segments – B2B and consumer alike – particularly in the areas of accuracy, timeliness, transparency and depth of information” Stein reports. “Naturally, much of BPA’s equity is rooted in its perception as the business audit leader. Yet, consumer agencies and media owners also consider BPA very highly – due in part to the high levels of skepticism and accountability issues surrounding consumer circulation data,” he adds.
Stein Rogan also found that the key benefits the market looks for from an auditor are assurance and insight – benefits the market feels BPA delivers.
“BPA scores very well in all these areas,” states Hansen. “Collectively, these attributes are perceived by agencies and publishers to enable advantage. This is the new brand promise and value proposition that we are going to market with.”
Stein Rogan’s efforts include the development of a new brand identity – starting with its logo. “Our goal was to convey assurance, innovation and global coverage. We’ve developed a new mark and logo that achieves this, utilizing a globe encircled by a check mark,” Stein comments.
Stein continues, “We also found that there is huge equity in the name BPA. In fact, the acronym has become the name. In addition, research revealed that ‘Worldwide’ is a more apt descriptor of BPA’s global coverage than ‘International.’ In the Unites States and Europe, for example, ‘International’ tends to be perceived as the ‘rest of the world’ while ‘Worldwide’ is perceived as truly global. So, BPA International’s brand name has been changed to BPA Worldwide.”
Along with a new brand positioning, identity and name, Stein Rogan is launching an integrated communications program in June encompassing print and online advertising, collateral materials, tradeshow marketing and other venues.
Reports Peter Black, BPA Worldwide’s Senior Vice President, Marketing, “Our value proposition is resonating more than ever in the consumer market, the B2B market, the events market, the interactive market – really all of our markets, all over the world. We intend to get the message out that, when it comes to media and event auditing, you can expect and get more from BPA Worldwide.”
###
About BPA Worldwide
A not-for-profit organization since 1931, BPA Worldwide has the largest membership of any media-auditing organization in the world. Media owners, advertisers and advertising agencies govern the tripartite organization. BPA’s global membership of 5,300 consists of nearly 3,000 media properties (including 1,900 B2B publications and nearly 500 consumer magazines, plus newspapers, electronic face-to-face, wireless and databases), as well as 2,800 media buyers spanning more than 20 countries. Visit www.bpaww.com for the latest audit reports, membership information and publishing and advertising industry news.
About Stein Rogan + Partners
Stein Rogan + Partners (www.steinrogan.com) is a full-service integrated and interactive advertising agency that builds brand and creates demand for market leaders in such categories as technology, media, e-business, entertainment, communications, education, travel, teen/college and more.