PlattForm Holdings Inc. the parent company of VentureDirect Worldwide, PlattForm Advertising and Beauty School Marketing Group is reorganizing and changing its name to Ad Venture Interactive (AVI).

Each of the three entities will operate as divisions of AVI, which is based in New York and Olathe, KS. The firm reports it generates more than $175 million in gross annual revenues. It has about 450 employees.

Together AVI’s divisions offer interactive marketing, lead generation and advertising services in the education, franchise, business opportunity, senior living, home and financial services and self-improvement markets.

VentureDirect operates hundreds of lead generation Web sites, in addition to offering list brokerage and management services.

PlattForm’s CEO Michael Platt has become CEO of AVI.

Rich Baumer will continue as CEO of VentureDirect, which was acquired by PlattForm Holdings in July 2007.

Dave Admire has been named CEO of PlattForm Advertising. He has also been named as CEO for the Beauty Schools Marketing Group division. Bridget Duffy will serve as managing director of the Beauty Schools Marketing Group.

Renamed AVI is owned by Arlington Capital Partners, a private equity firm based in Washington, DC.