Distributor firm Activate Promotions + Marketing (asi/141964) has announced the formation of three new regional president roles as part of a planned restructuring at the sales leadership level.

Activate announced in July that it is merging its operations with Top 40 distributor BrandAlliance (asi/145177), and it will be undergoing a rebranding to begin operating as BrandAlliance by early 2016. Along with the rebranding, the company has named a new regional senior management team, which will be comprised of Dave Claunch for the Western U.S., William Booe for the Eastern U.S., and Steve Howe for the central U.S. region.

“I’m proud of our teams’ collective ability to start making immediate strides in coming together as one company,” said Marc Roy, executive chairman of A Brand Company, parent company of Activate. “This leadership reorganization is instrumental in setting the foundation for a fully integrated North American sales organization.”

These changes are consistent with BrandAlliance’s current regional sales leadership structure, which is implemented throughout the entire Canadian market. The new leadership changes will go into effect on October 1.

BrandAlliance currently ranks as the 29th-largest distributor in the industry, after reporting 2014 North American ad specialty sales of $59.7 million, a 10.4% increase over the previous year. The merger with Activate will push the combined organization’s annual revenues past $90 million and place it among the top 20 of Counselor’s Top 40 list.