NEW YORK -- TBS Media Management, an independent media agency dating from 1960, has been relaunched as Catalyst.
"The name 'Catalyst' summarizes what we do very well...provide media strategies that create reaction," Frank Muratore, president and CEO, said in a statement.
The change was driven by the company's evolution in the last decade from a broadcast buying service to a full service media agency, Muratore said.
"We have positioned Catalyst between the publicly traded holding companies and the myriad of small media services that just don't have the talent or resources," said Kristina Allen, senior vice president and director of communications planning.
The company was founded in 1960 as RDR Associates, and changed its name to Time Buying Services in 1969 then to TBS Media Management in 1996. Based in New York, Catalyst has offices in Los Angeles and San Diego and reports billings of over $400 million.