Members of the Mailing & Fulfillment Service Association have voted to change the name of the organisation to the Association of Marketing Service Providers.
The vote came at this summer’s Annual Conference for the North American trade association, held in Asheville, North Carolina.
The new name, which represents the increasing importance of the marketing side of the American mail industry, will become official at the start of 2013.
The renamed trade association represents more than 480 members of the mailing and fulfillment industry within the United States and Canada, including high-volume mailers and shippers, product fulfillment and literature fulfillment specialists.
As the MFSA, it has been working for more than 91 years to further the interests of the sector.
Ken Garner, the chief executive of the MFSA, said the change of brand did not mean the association was abandoning its core membership.
“This strategy is ‘additive, not subtractive’. The association will continue to provide the core products and services that characterise MFSA’s current value proposition,” said Garner.
“We intend to add educational content and new products and services that will enable our members to become marketing service providers.”
Garner said the rules of the MFSA had required certain voting thresholds for the organisation’s name to be changed, but that after a great deal of work, the Asheville conference in June had achieved a quorum.
“We easily cleared those hurdles with the overwhelming majority of voting members approving the proposed name change,” he said.