Publicis Sapient’s Australian arm has retired its legacy brands and brought together all others under a single banner, Publicis Sappient, as part of a global rebrand that the company says will drive growth.

The digital transformation partner says the move is a “strategic business decision” that will include moving SapientNitro, Razorfish and 2Datafish under the new brand. Publicis Sapient is the digital business transformation hub of french advertising giant Publicis Groupe.

“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,” said Publicis Sapient Australia managing director Sarah Adam-Gedge.

“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.”

Publicis Sapient Australia managing director Sarah Adam-Gedge. Supplied.

Adam-Gedge said the move coincides with Sapients continued investment in diversity, a strategy she now leads in Australia.

“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.”

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