Publicis Sapient rebrands, retires Australian legacy model

Josh McDonnell
By Josh McDonnell | 10 April 2019
Sarah Adam-Gedge MD Publicis Sapient Australia

Publicis' 'digital transformation business' Publicis Sapient has retired its legacy brands in Australia as part of a wider unification process, following a global rebrand.

According to the company, the strategic business decision was made to ensure further growth during a time of "unprecedented digital disruption".

All the brands under the agency's umbrella including SapientNitro, Razorfish and 2Datafish, will now be anchored under the single Publicis Sapient banner.

“This move strengthens and underpins our commitment to serve as a guide to clients facing an unprecedented environment of rapidly changing consumer preferences, largely driven by technology," Publicis Sapient Australia managing director Sarah Adam-Gedge says.

"To help our clients transform and thrive in this marketplace, we also need to continually transform ourselves so we are able to deliver holistic advice based on our understanding of people, bold creativity and business strategy across industry verticals, and technology.”

Adam-Gedge says for the agency to effectively execute this for clients it requires a constant re-examination of Sapient's business models through "the eyes of that audience".

The consolidation of brands sees the business shift directly towards what clients now require – a strategic partner across the entire spectrum of services with "expertise across the board".

Adam-Gedge believes the move will also allow the agency to contribute to a more "gender-balanced world" as it makes moves to improve diversity and inclusion within the business.

“The revolution is underway and we’ve made progress as a business and as a society – but there is still more to do. It’s not a race towards getting accredited or certified or to win accolades for diversity and inclusion," she says.

"It’s far more important than that. It’s about making a better, fairer and more authentically diverse workplace because the actual benefits that flow from that are far greater, with wide-reaching impact on our people and our clients.”

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