On the heels of its acquisition of NetWorldMedia, Montreal-based online media company Branchez-Vous has renamed its advertising representation and sales division BV Media.

According to Patrick Pierra, co-president and CEO of Branchez-Vous, BV Media will provide advertisers, agencies and web publishers with a wide range of online advertising options by combining the targeting expertise of NetWorldMedia—which was acquired by Branchez-Vous on Oct. 31—with the company’s existing capabilities.

“We had more of a premium site representation focus, and NetWorldMedia had more of an ROI and targeting focus,” said Pierra. “As more and more customers buy both at the same time, it made much more sense to have all these offerings under one roof.

“By combining [our services], we’re also increasing our clout in the marketplace, and size is important when you sell Internet advertising.”

Pierra added that the strengthening of the company through the acquisition, along with the change to a more English-friendly moniker, will create greater opportunities in English Canada for a firm that has, until now, done the bulk of its business in Quebec.

“On our own, [we] didn’t sell a lot of English sites,” said Pierra. “We’re using the BV Media name because we want to communicate that we are no longer a French-only offering.”

The Branchez-Vous name still exists, but Pierra said it will be used primarily in reference to the company’s newly-formed web production department. The BV Media division will handle sales for the company’s publishing partners, as well as the placement of advertising for marketer and agency clients.