The holding company now owns media monitoring firms Media Monitors, Slice Media and China Clippings, online business research firm Brandtology, and advisory and analysis company 360m.
"Over the last five years, our growth path has become much broader," said Sentia Media CEO John Croll on the name change. "To put it simply, we are much more than a media monitoring business; we are a group of media services companies that can provide a broad range of information, analysis and advice, with solutions tailored to just about any type of organisation, large or small, single country or international."
The name Sentia is derived from a Latin Verb that means "I perceive, I understand, I have an opinion" and more accurately reflects the comprehensive nature of the company's services, according to Croll.
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