Rightster Changes Name to Brave Bison

LONDON: Global multiplatform network Rightster is re-launching worldwide as Brave Bison.

The name change follows the return of Ashley MacKenzie to the group as CEO. The company announced the renaming as part of a “transformation from third-party technology provider to social video broadcaster, creating and capturing advertising spend whilst harnessing its expertise in online video content, video creator partnerships and audience generation.”

MacKenzie remarked: “Brave Bison embodies the spirit and values, the attitude and energy, necessary for our company’s essential next chapter. To maintain competitive advantage in a world that is always changing, the future online video business needs to commercialize audiences by succeeding across the full spectrum of content. Having over 20 years in the global media and advertising business, I can tell you there is no more important position for our company to be in.”

As Brave Bison, advertising revenue will be driven by an increase in high-value brand deals, with partnerships including Procter & Gamble, Universal Pictures International and United Airlines.