The WPP-owned endorsement marketing agency formerly known as The Buchanan Group has rebranded, adopting the name of its most recognizable masthead for its entire operation.

Now called The Brand Power Company, the agency – which operates in more than 50 global markets, including Canada – is a leader in what it calls the third-party advertising industry. The agency’s content division produces Brand Power, which started as a series of TV spots in which hosts explained and endorsed different products, mainly in grocery. Its services have expanded to include online versions of its videos, as well as augmented reality at point-of-sale, and a deep database of sales performance case studies. The agency works with many of the largest CPG companies and retailers in the world, including brands such as P&G, Amazon, Johnson & Johnson, L’Oréal and Walmart.

“The new name celebrates the company’s iconic masthead, Brand Power, which established us as the global leaders in third-party and educational advertising,” says Chris Phyland, the company’s CEO. “It also reflects the growth of our proprietary toolkit in our ad content division, as well as the rapid global expansion of our newer communities division.”

The agency has a communities division, where it operates its Home Tester Club website, through which it solicits ratings and reviews from millions of consumers globally while promoting word-of-mouth and user-generated content, which studies have shown can have major impact on consumer decision-making.

Brand Power’s endorsement business has been disrupted in recent years by the rise in prominence of online influencers and social media endorsements. The rebrand, though reflective of the company’s strongest divisions, will not impact its day-to-day operations.

“The Brand Power Company will continue to deliver consistent, real results for the world’s biggest brands,” says Phyland. “Simply fast, measurable ROI and growth.”