Digitas is dropping LBi from its name five years after the two agencies merged.
The group says it is simplifying the name back to Digitas as part of its global realignment and its new positioning as 'The Connected Marketing Agency'.
It is also aligning around three key pillars of its purpose: truth, connection and wonder.
The move, as discussed with AdNews earlier this year is about bringing more unity to its global shops.
Speaking to AdNews in Sydney last month as a precursor to the name change, Michael Kahn, global brand president of Digitas, and the architect of this new vision, admitted that until now the agency brand “meant a lot of different things to a lot of different people” and didn’t have strong enough brand across the network.
Today, Khan says he believes the rebrand future proofs the agency.
“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 Groupe," he says.
"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.”
The LBi name comes from Lost Boys International, the Dutch agency that Publicis bought and merged with Digitas five years ago.
It will keep its unicorn emblem, which originally came from LBi. As part of its identity, each Digitas global location has its own locally designed unicorn, which personifies the local business. The Sydney unicorn (pictured), is koala inspired.
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