Remember, Blackwater/Xe has changed it's name again.
Despite new ownership, a new board and new management, security contractor Xe Services LLC could never shake a troublesome nickname: the company formerly known as Blackwater.
Now, it's the company formerly known as Xe.
On Monday, Virginia-based Xe plans to unveil a new name - Academi - and new logo. In an interview with The Wall Street Journal, Ted Wright, president and chief executive, said the name change aims to signal a strategy shift by one of the U.S. government's biggest providers of training and security services.
Mr. Wright said Academi will try to be more "boring."
Founded by former Navy SEAL Erik Prince, the original Blackwater cultivated a special-operations mystique. But it was tarnished by a string of high-profile incidents, including a deadly 2007 shootout in Iraq that ultimately led to its reorganization and rebranding as Xe Services. Mr. Prince left the business in 2010, selling his stake to investor group USTC Holdings LLC.
Mr. Wright came on board this summer as part of a continuing corporate reorganization. In recent meetings with clients, he said he explained that the new corporate identity was supposed to stress the company's focus on regulatory compliance and contract management, in addition to its track record of protecting clients. "I tell them, from now on, I'm going to be in the background; I'm going to be boring," he said. "You're not going to see me in headlines."
But Mr. Wright may be courting controversy in one area. He said he would like to take Academi's business back to Iraq, and has hired an outside company to help it apply for an operating license there. "I think eventually, we're going to get a license; we're going to do business in Iraq," he said.
Remember fella's, John Ashcroft is this "security" firm's ethics officer.