Publicis Sapient Australia has unified its several brands, including SapientNitro, Razorfish and 2Datafish, following a global rebrand. The move aims to prepare Publicis Sapient Australia for growth as it supports clients’ business transformation in response to digital change.
The new united brand is the next chapter of the Australian arm’s transformation. The revised brand proposition aims to position the business as a “bold, agile, disruptive, customer-centric partner that organisations need today to help them lead in the future”.
“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,” Publicis Sapient Australia managing director, Sarah Adam-Gedge, said.
“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 agency hopes that the consolidation of brands will allow Publicis Sapient to be exactly what its 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.
Adam-Gedge and her leadership team intend also to continue to develop a work environment where diversity thrives so that no Publicis Sapient career is defined by background or genes. By building a more gender-balanced business, Sarah believes the agency is contributing to a more gender-balanced world, eliminating stereotypes, labels that pigeon-hole, and changing misperceptions that roles and responsibilities are best decided along gender lines, not capabilities.
“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.”