Publicis Sapient Australia has retired its legacy brands as part of a unification process across all agency services following a global rebrand.

A strategic business decision, the move positions the company for significant growth as it serves its clients’ transformation needs during a time of unprecedented digital disruption.

The new brand and its associated operational integration is the next chapter of the Australian arm’s transformation as a leader and innovator in the digital business transformation space.

The revised brand proposition positions the business as a bold, agile, disruptive, customer-centric partner that organisations need today to help them lead in the future.

Publicis Sapient Australia MD Sarah Adam-Gedge (feature image) said: “The launch of the new brand represents the manifestation of the full integration of our business here in Australia where we have brought together all our brands including SapientNitro, Razorfish and 2Datafish, 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.

“This requires a constant re-examination of their business models through the eyes of that audience. 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.”

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 that deeply understands people, how to creatively engage them, as well as how to build cultural and technological solutions that sustain that engagement.

‘Leading the Change’ is not only at the core of Publicis Sapient’s business helping client partners reinvent and transform in a rapidly changing world – it is also at the heart of the agency’s commitment to investing in diversity and gender equality, now led by Sarah Adam-Gedge.

She said: “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. 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.”