OPTIMUM DIVISION CHANGES NAME
By Adnews Staff
The communications sponsoring division of Optimum Public Relations is changing its name to Fusion, Alliance Marketing. Optimum is a division of Montreal-based Cossette Communication Group. According to the agency, the name change acknowledges the increasing importance and rapid growth of sponsorship as a communications discipline. It is also intended to reflect the expansion of the division's services which include strategic counsel, management of sponsorship portfolios, project management and development of methods for measuring the impact of initiatives. The communications sponsoring division was created in 1994. In addition to its name change, Fusion, Alliance Marketing also plans to expanding the list of services it offers. It will still be associated with Optimum but will begin providing services including advertising, direct marketing, branding and new media services.