The local arm of Amnesia Razorfish is to drop the Amnesia part of the agency name to rebrand as Razorfish Australia.

Doug Chapman (pictured), managing director at Amnesia Razorfish in Australia, confirmed the name change to B&T and said that the move is part of a global roll out to simplify the name.

Chapman said the new name is “less of a mouthful” and Australia is just the latest market to get the simplified name.

The official rebrand launch will take place at the end of the month to coincide with the visit of Razorfish’s global chief technology officer, Ray Valez, who will be Australia to promote his new book ‘Converge’.

In May, the agency hired R/GA New York’s head of creative Christian Behrendt as its new executive creative director.