Media Performance Monitor America (MPMA) is going back to its roots and re-branding itself as Billetts America. The firm, which was launched in 2003 by a group including British media auditor John
Billett to monitor the performance of the media spending of U.S. marketers and their agencies, is no longer affiliated with Mr. Billett, but the name is well known in media auditing circles, and
current CEO P.J. Leary says the re-branding effort has two important goals. One is to reinforce Billetts' global capabilities and scale. (The firm currently monitors more than $20 billion in media
expenditures worldwide.) The other is to begin positioning the marketplace for an array of new services that will be officially unveiled in the near future.
