In a significant move coinciding with its 40th anniversary, Active Media Services, Inc. has rebranded to “AMS” and restructured its operations to reflect a more cohesive corporate vision. The New York-based media solutions company, which serves a global client base with offices across the Americas, Europe, Asia, and Australia, is aligning its core businesses -- Active International, Involved Media, and XACTV Network -- under one unified brand.
The rebranding reflects a strategy designed to address the rapidly evolving media landscape and offer sustainable growth opportunities for its clients. AMS’s leadership emphasizes that the company’s repositioning is not just about a new name but a shift in focus toward more integrated and innovative media solutions.
Adapting to a Changing Media Landscape
Arthur Wagner, Co-Founder and Executive Chairman of AMS, underscored the company’s commitment to transformation. “2024 marks the 40th anniversary of Active Media Services, and I couldn’t be prouder of the team we have built, innovative solutions we’ve developed for clients, and milestones we’ve achieved,” he said. “Our next 40 years starts today, and with it, some exciting new changes that align our organization with the current landscape.”
The evolution of AMS comes as advertisers and marketers face unprecedented challenges in the global media ecosystem. “Marketers are constantly reminded of media ecosystem complexities around the world, which seem to change by the day,” explained Kristi Tropp, Senior Vice President and Managing Director of Involved Media. “Through the alignment with AMS, Involved Media can bring even better insights to the table and open doors for new opportunities with data, proprietary research, and our experts around the world.”
The focus on data-driven insights and a human-centric approach resonates across AMS’s various business arms. Bill Georges, CEO of AMS, noted, “Our promise is to be a partner in growth. To us, this means that we offer sustainable, growth-oriented solutions to our people, clients, and partners both today and in the future.”
The AMS Business Ecosystem
AMS’s repositioning incorporates three distinct businesses that serve different segments of the media and advertising market:
- Active International: Known for its Corporate Trade solutions, Active International helps brands unlock value from surplus inventory by converting it into media investments. “The work we’re doing across the organization will add value to brands, agencies, and media partners for years to come,” said Bob O’Neill, Chief Investment Officer, US of Active International. This division works primarily with Fortune 500 companies, offering a trading model that drives growth across business units.
- Involved Media: As an independent media agency, Involved Media focuses on helping mid-market brands navigate a complex media landscape with clarity and agility. Clients like American Standard, Omaha Steaks, and Shark Ninja turn to Involved for media planning and buying services that are backed by robust data and insights. “Whether an advertiser has outgrown their original shop, can no longer accomplish what they’re doing in-house, or is not getting recognition from a Holdco, Involved Media is a more accessible choice for growing brands,” added Tropp.
- XACTV Network: XACTV Network leverages proprietary technology to enhance media reach through efficient, AI-driven video solutions across broadcast, cable, and streaming platforms. “XACTV is a direct result of the company’s investment in technology and innovation,” explained Melissa Moschetti, Executive Vice President and Managing Director of XACTV. “What began as an answer to a client need in the unwired broadcast space only six years ago, has expanded across linear and streaming TV to include sports, Spanish language, and programmatic video.”
Future-Focused Growth and Innovation
AMS’s repositioning is also fueled by its investment in both technology and talent. Dean Wilson, Global Chief Operating Officer, highlighted the company’s balanced approach: “When operating our businesses, it’s about ‘data with heart’. We’re matching our investment in technology, AI, and product development with an investment in people and culture.” This dual focus on innovation and people has contributed to AMS’s growth and global recognition, including awards across various regions.
The shift to AMS is not just a rebranding exercise, but a redefinition of the company’s role in the media marketplace. As the media landscape continues to shift, AMS is positioning itself to meet the needs of modern advertisers with a forward-looking, sustainable approach.
For AMS, the next 40 years look to be as transformative as the last, with the company’s leadership focused on building long-term growth for both clients and its own operations.
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