Publicis’ ‘digital transformation business’ Publicis Sapient recently announced that it would be retiring its legacy brands in Australia. This move is a part of a wider unification process following a global rebrand. The move will see all the brands under the agency’s umbrella being consolidated into one brand. The new agency has absorbed SapientNitro, Razorfish and 2Datafish. According to Publicis Sapient, the moves aligns with what clients now require.
Why Publicis Sapient Consolidated the Legacy Brands in Australia.
According to the agency’s managing director in Australia Sarah Adam-Gedge, the new brand represents the manifestation of the full integration of their business in Australia. The move is said to strengthen and underpin their commitment to serve as a guide to clients facing an unprecedented environment. The unprecedented environment which they describe as a rapidly changing consumer preferences that’s largely driven by technology. According to the agency, this requires a constant re-examination of their business models through the eyes of that audience. Looking at their business model through the eyes of that audience has led to the decision.
Publicis Sapient stated that the consolidation repositions the company as a strategic partner that deeply understands people, how to creatively engage them. The consolidation also repositions them as a strategic partner who understands how to build cultural and technological solutions that sustain that engagement. Publicis Sapient also stated that the move positions it to execute a commitment to diversity and gender equality.