WTWH Media has officially rebranded as Arrowfly, introducing a new corporate identity that brings together more than 40 B2B media brands and over 45 industry events under a single umbrella.
The company said the rebrand reflects its evolution from a specialized trade publisher into a broader B2B media, events and marketing organization serving professionals across engineering, healthcare and life sciences, and food, retail and hospitality. While the corporate name has changed, its publications, editorial teams and events will continue to operate under their existing brands.
The announcement follows several years of expansion, including a strategic partnership with Mountaingate Capital in 2022 and a series of acquisitions that broadened the company’s reach across multiple industries. The appointment of CEO Matt Logan in 2025 also marked a new phase in the company’s long-term growth strategy.
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The move reflects a broader trend across the B2B media industry. As buyers increasingly engage with content across multiple channels, publishers are expanding beyond traditional editorial models to offer integrated marketing, events, audience intelligence and demand generation services. Corporate branding is also becoming more important as media companies look to present unified capabilities while maintaining the trust associated with their individual publications.
Arrowfly said its portfolio will continue to focus on trusted journalism, industry intelligence and professional communities, while also strengthening its marketing and performance capabilities through its proprietary Clara platform, which provides campaign measurement and audience insights.
The rebrand highlights how B2B media companies are adapting to changing customer expectations by combining editorial expertise with technology, events and measurable marketing solutions under a single corporate identity.
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