DigitasLBi rebrands to Digitas as agency unveils new mission statement
Announcing a return to its original company name, DigitasLBi has rebranded to Digitas, in a push to further promote its positioning as a ‘connected marketing agency.’ The new direction also includes a refreshed mission statement, ‘Truth. Connection. Wonder,’ highlighting the agency’s strategy of unification, a trajectory it aims to continue throughout 2018.
The decision to drop the ‘LBi’ comes five years after the two agencies merged under parent organisation, French multinational advertising and PR company, Publicis Groupe. Yet the return to Digitas also symbolises a new juncture for the agency, as it prepares to build on innovative ways to develop client communication and its wider work within the advertising and marketing space.
With little change to its principle identity, the new Digitas logo keeps its well-known unicorn at its core, refining its look and feel by inverting its appearance and centring it below the new mission statement. Its new brand proposition and refocused strategy also coincides with the appointment of Kingsley Taylor as managing director of the agency’s San Francisco office, and Mike Frease, its former group creative director, to executive vice president and executive creative director of its Chicago office.
Michael Kahn, global brand president at Digitas, says, “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.”
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