March 30, 2011 / 12:35 PM / 8 years ago

Manpower changes its name as it sees economy shift

NEW YORK, March 30 (Reuters) - Employment services company Manpower Inc (MAN.N) changed its name to ManpowerGroup on Wednesday and is rebranding its professional staffing segment as “Experis,” based on a belief that the post-recession global economy is unlikely to return to normal.

Milwaukee-based Manpower said in this current era, which it calls “The Human Age.” growth for employers will depend on access to the right workers rather than to capital — creating a greater need for temporary staffing and workforce services providers like Manpower.

Manpower is the world’s third-biggest staffing company by revenue, behind Adecco SA ADEN.VX of Switzerland and Randstad Holding NV (RAND.AS) of the Netherlands.

It did not immediately specify how much it is spending to market its new brand, whose launch included three pages of advertising in Wednesday’s Wall Street Journal.

“While management mentioned on its (February) call that it would be introducing this initiative over 2011, no specifics were provided, including the potential impact on marketing expenses during the year,” BMO Capital Markets analyst Jeff Silber wrote in a research note. (Reporting by Nick Zieminski, editing by Gerald E. McCormick)

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