A new name but why?

Transit shelter, Cambie Street, Vancouver, BC

CBS Decaux has changed its name in Canada. and in the United States CBS Outdoor has changed also changed its name. Both firms are now Outfront Media.

A name change is always risky. What do you hope to accomplish? Will the customer know who you are?

In the case of Outfront Media the change was part of a process of separating the firm from its former parent, CBS. (Outfront is also converting into a REIT, real estate investment trust, but that is another matter altogether.

I think that this name change makes sense. A clear signal to those both inside and outside the company that the firm has severed its link with the past. But as this is a B2B firm, did the management really think that the general public would know or care that the advertising space was going to be invoiced by a new firm?