Blackwater Name Change: Private Security Firm Switches Name Again To Academi From Xe

An infamous company is attempting a complete brand makeover -- again.

The private security firm formerly known as Blackwater and most recently known as Xe has decided to change its name to Academi, according to The Washington Post.

Blackwater changed its name to Xe in 2009, ostensibly to distance itself from its dark past -- five of its employees were indicted for charges related to a 2007 shooting in Iraq that killed 17 unarmed Iraqi civilians, according to Time.

Apparently the first switch didn't help the firm's image problem; the State Department opted not to renew its contract with the firm in May 2009, also according to Time.

Still, Ted Wright, the company's CEO insists that the latest name change isn't simply a PR move. Instead, Wright told WaPo it indicates a shift in the firm's ownership and leadership.

"We want to reflect the changes we made in the company," Wright told WaPo.

The company was sold in 2010 and brought on a host of new leaders in 2011, including former Attorney General John Ashcroft and Suzanne Folsom, the former regulatory compliance officer at another disgraced company, AIG. As Wired notes, the new team features people who have experience in crisis management.

And while Wright says he hopes Academi will be more "boring" than in the past, the Wall Street Journal reports he would also like to see the company return to Iraq, where demand for security contractors remains high.

At the time of its first name change, spokeswoman Anne Tyrrell then admitted that the Iraq controversies had played some role in the decision to changes names. "It's not a direct result of a loss of contract [in Iraq], but certainly that is an aspect of our work that we feel we were defined by," she then said, according to the Guardian.

But Blackwater/Xe/Academi isn't the first company to change its name in an effort to distance itself from past troubles. The tobacco giant formerly known as Philip Morris changed its name to the Altria Group in 2003 on the same day it was cleared of responsibility in a smoking-related death, according to Time. In 1997, ValuJet changed its name to AirTran about a year after a Florida crash on the carrier left 110 people dead.

CORRECTION: An earlier version of this post misspelled Suzanne Folsom's name.

Comments

[orygunrain]

02:52 PM on 12/14/2011

OT , but interesting .. Exxon and the Kurds...
http://www.independent.co.uk/news/world/middle-east/exxons-deal-with-the-kurds-inflames-baghdad-6274452.html

[DontFanMeBro]

02:18 PM on 12/14/2011

Xe Blackwater Akademi. Conjures images.

[speakingout]

12:30 PM on 12/14/2011

What right does the US government, state department have to hire non-government entities using our tax dollars to run around the world and kill people? They always put a disguised name - like "security company" to the killing. KILLING IS KILLING! Stop the senseless wars that only foment more hatred for the US. Fix the disastrous trade deals that have destroyed our economy and bring ALL soldiers home. Here's a new idea - how about using our tax dollars for humanitarian efforts? We could create a lot more peace and prosperity than the mis-guided thought process that only a war or invasion of a country can fix problems. Read "Confessions fo an Economic Hitman". Our government isn't the freedom loving entity they proclaim.

[treehugger5]

06:30 PM on 01/02/2012

That's what I've been asking. Why is it okay to have a private militia for the President? Only thing good is that Iraq is not giving immunity to anyone. I hope.

[Spar7an 0ni]

12:30 PM on 03/07/2012

Do you even know they whole story? Those people were far from innocent. If a crowd of angry people are trying to cause you harm, but only one has a visible weapon, where do we draw the line? The others will just pick up the weapon. They knew what they were getting into. Those people that cry out for freedom from tyranny deserve their shot at it, just like us with the revolutionary war, and the rest of Europe when they wanted a better way of life and government. You can't make an omelet without breaking some eggs, death is a part of life and always will be. Ask any Army or Marine soldier who has served with Security Contractors and they will tell you that they save American lives every day.

[OAK STREET MAFIA]

11:36 AM on 12/14/2011

As a Mardi Gras 2006 participant, I was in the same hotel with Blackwater people. I can say that I felt very safe and they were very armed.Once you go Blackwater, you never go back!

[seepositives]

11:30 AM on 12/14/2011

changing the name of a business has become standard protocol after being caught being underhanded. thinking the name change will clear up the issues is stupid, however it gives them time before everyone remembers the past horror performance.

[multiplend]

12:52 PM on 12/14/2011

I agree and also think that as a legal entity a corporation should not have more rights than a human legal entity. I mean that Al Capone at the end could have just used this trick as we all should. Or...we stupid are all the same in front of the law while corporations are the law?

[sahk3]

11:26 AM on 12/14/2011

Did the Xe stand for Xorro? And are they now moving into Art Instruction?

[littlemiss22]

11:23 AM on 12/14/2011

Why don't they just put a closed sign on the front door, that would certainly help!!!!

[Rubinwitz12]

08:59 AM on 12/14/2011

They got nuthin' on GOLDMAN SACHS!

[kurtvb]

07:30 AM on 12/14/2011

So Ashcroft, who was in favor of torture during the Bush years is on board at one of the worst security companies in the world. That should make them a better, more trusted security company.

[rottnkid]

11:33 PM on 12/13/2011

"We want to reflect the changes we made in the company," Wright told WaPo.

The company was sold in 2010 and brought on a host of new leaders in 2011, including former Attorney General John Ashcroft and Suzanne Wolstrom, the former regulatory compliance officer at another disgraced company, AIG.

Business as usual in Washington DC. Not what you know, it's who you know and can get a slick deal from the Government.

[AskandThink]

09:38 PM on 12/13/2011

A very specialized niche market brought to bear because of demand and need.
All big dogs know “Be nice until it’s time not to.” Then… “Git-R-Done!” right?
To be utilized WISELY is the real question I’d always think…
and THAT is the big ticket question IMHO.

What actions ARE in the best long term interest of this entire globe?
So TELL them and then let them run!

[Mr Miracle]

11:34 PM on 12/13/2011

What are you saying?

[AskandThink]

12:50 AM on 12/14/2011

The connotation of words often is darker than the reality. Someone has to do the dirty jobs. Merc’s are people. Most people in my belief are and wish to be good. Problem maybe ONLY professional politicians tell them what the job IS.

Rather than belittling the person for the job they do….
HELP THEM to do the job YOU want them to do!
; )
You know they can hear you…

[JDOK]

08:31 PM on 12/13/2011

I was sure that they were going to name it CheneyCorp after their primary funding entity over the last decade.......

[Thumbody]

05:54 PM on 12/13/2011

You can run and not hide

[jcko]

05:44 PM on 12/13/2011

If it's Academi Security Service, very appropiate: A.S.S.

[Silverpegasus]

12:06 PM on 12/14/2011

LOL, JCKO!

[withonor]

04:45 PM on 12/13/2011

I will happily take some credit for this. I have been bashing Blackwater, I mean Xe Services LLC, I mean... dang what's that third one again...? Don't pull a Perry, don't pull a Perry... Academi, for years.

They exist because our real military is held to the Geneva Conventions. Mercenaries don't have to follow those rules so our war mongers, like Dick Cheney, found a way to do whatever they want without taking responsibility.