DigitasLBi reverts to original name Digitas in global rebrand

Publicis Groupe’s marketing and technology agency DigitasLBi will rebrands to simply Digitas, in a move the company says signals its unification.

DigitasLBi was born in 2013 following the merger between Digitas and LBi (Lost Boys International). The return back to Digitas will coincide with a new global brand identity: “Creating better ways to connect with people through Truth. Connection. Wonder.” 

The name change and new brand proposition is all about unity, the company said: “unity in belief”, “unity in who we are”, “unity in how we work”, “unity in name”.

The LBi element of the name is being “respectfully” dropped, the company said, but its legacy will live on via the unicorn, which will remain as the company’s logo.

Michael Kahn, global brand president of Digitas told Mumbrella Asia the rebrand was a chance for the company to reset, and eliminate confusion in the market.

“The agency rebranded to Digitas at the height of the digital boom. It was at the cornerstone of what a digital agency should look like. Flash-forward, you have a merger, a new holding company and the combination with LBi, so we do feel there’s a chance to go back and re-articulate who we are and what we stand for.

“We now have a unified definition that we rally round internally and that we’re consistent in expressing. So we do feel like there has been a little bit of confusion about us doing all these things and not having a clearer view.

“In essence, we are all brands as agencies. We have to have a powerful brand if we are to represent our clients’ powerful brand,” he said.

On what the new brand stands for, he said: “Digitas is a brand of unrivalled passion and diversity of talent, all under one roof. We now take the world stage united in name, in belief,
and in the unique value we bring to our employees, to clients, and to Publicis Groupe. With ‘Truth. Connection. Wonder.’ as our strategic guidepost for the work we do, the people who do it, and the culture that enables it, we believe we’re positioning Digitas for sustainable growth in 2018 and beyond.”

In APAC, the agency currently works with Shangri La, HP, EA Games, plus Samsung in Singapore and Hong Kong and Cathay Pacific in just Hong Kong.


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