O2 (UK) BT subsidiaries: Esat Digifone in Ireland, Viag Interkom in Germany and Telfort Mobiel in the Netherlands. The rebranding was supported by a European advertising campaign, which began on 16 April 2002, across all four countries, at a cost of £130 million. The main launch campaign ran from 18 June and was developed by Vallance Carruthers Coleman Priest, working alongside brand consultancy Lambie-Nairn, creators of the "O2" brand identity. In March 2005, mmO2 restructured its shares and the company was relisted as O2 plc. On 30 November 2005, O2 agreed to a takeover by Telefónica, a Spanish telecommunications company, for £17.7
American Outdoor Brands Corporation in 2016. The name change took effect on the first business day of 2017. The change occurred at a time when the firearms industry was receiving backlash over gun violence in America, and so was also seen as an attempt to disassociate itself from the negative repercussions surrounding the issue. In 2017, firearms accounted for 86% of AOBC's revenues, and the company shipped 420,000 long guns. American Outdoor Brands also owns Battenfeld Technologies, Taylor Brands (a knife and tool maker bought in August 2016 for $95 million), and Crimson Trace (an electro-optics business which it bought in August 2016 for