DigitasLBi has dropped the LBi from its name, returning to the name Digitas. The agency however, will keep its unicorn mascot which heralds from LBi. The move comes after five years since its merger with LBi in a bid to showcase a complete unification which reflects the agency's role as "The Connected Marketing Agency".
Along with its simplified name, Digitas will also be introducing an evolved, inspiring global brand proposition which is creating better ways to connect with people through "Truth. Connection. Wonder". This looks to bring across the message that 2018 is a year of unity.
Publicis Groupe first merged Digitas and LBi in 2013 to form a fully LBi, to form the leading, fully integrated global digital agency network, with digital marketing and technology capabilities at the core. LBi chief executive Luke Taylor was then appointed as global CEO of the new entity. The new entity serviced clients such as American Express, Coca-Cola, Delta, eBay, L’Oréal, Johnson & Johnson, Mondelez P&G, Nissan, Sprint and Starbucks.
“Digitas is a brand of unrivaled passion and diversity of talent, all under one roof. We now take the world stage united in name, in belief, and in the unique value we bring to our employees, to clients, and to Publicis Group. With ‘Truth. Connection. Wonder.’ as our strategic guidepost for the work we do, the people who do it, and the culture that enables it, we believe we’re positioning Digitas for sustainable growth in 2018 and beyond," Michael Kahn, global brand president Digitas said.
In 2016, Publicis Groupe merged its digital agencies SapientNitro and Razorfish to form SapientRazorfish – a single global entity with 12,000 staff members. The reorganisation under digital agency network Publicis.Sapient was the last piece in Publicis’ larger restructuring plan, rounding out an effort meant to simplify creative and media agency networks within the French holding company. Other agencies under the Publicis.Sapient umbrella includes Digitas and Sapient Consulting.
Last year, Digitas appointed Charlie Newbery as head of media for APAC, and Sam Ko as head of media for Hong Kong. It also expanded its senior team with several new hires, following a new business win from Hewlett Packard Enterprises (HP). It also promoted Oliver Spalding to the new role of head of CRM for APAC and hired Judy Cheong as senior account director. Most recently it also boosted its media and client teams with senior hires Ryan Balingit and Joshua Lee.