Publicis Group’s Publicis Sapeint announced the merger of SapientNitro and Razorfish to form SapientRazorfish, according to a November 17th press release. The merger is designed to meet the clients needs by prioritizing digital-first.
“SapientRazorfish is a new breed of digital transformation partner, able to reimagine the future through radical customer centricity built on an incredibly strong track record of delivering real change for clients,” the release explained.
Alan Herrick Chairman of Publicis.Sapient explained the reason for creating this new agency.
“By creating SapientRazorfish, and by implementing a more integrated management structure, we are combining the very best digital and technology assets in one combined unit,” explained Herrick. “SapientNitro and Razorfish have been clear market leaders since the invention of digital. To now bring them together builds on the great success we have seen in many recent collaborations with clients.”
He also pointed out several clear trends that they have noticed in the past year:
- Clients are pursuing strategies of customer intimacy given the plethora of real-time and digital touch points.
- Additionally, data is an integral part of how intimately companies can know their customers and act in ways that add value to their customer relationships.
- Finally, at the same time that clients are reinventing their interaction with customers they are simultaneously focused on improving operating efficiency through the use of technology across the enterprise.
“SapientRazorfish is a powerful new entity in the marketplace uniquely combining customer experience strategy, omni channel commerce, and technology deployment to create a new breed of digital transformation partner pointed at today’s most critical client need – reshaping their businesses for the future,” stated Maurice Levy, Chairman & CEO of Publicis Groupe.
“I am confident that Alan and Chip, together with the new Publicis.Sapient structure and management in place, will continue to drive digital revenue to our goal of 60% by 2018,” he added.
The newly configured Publicis.Sapient will begin fully operating in the new model effective January 2, 2017, although management changes announced are effective immediately.
The release also shared key management changes:
- Alan Herrick will move to the role of Chairman, Publicis.Sapient, focusing on strategy and market development at the Publicis.Sapient and Publicis Groupe level. Additionally, Alan will continue to advise our clients’ CEOs and their Boards as they consider how best to undertake digital transformation efforts
- Alan Wexler and Chip Register will become Co-CEOs of Publicis.Sapient, assuming responsibility for day-to-day business operations
- Alan Wexler will assume responsibility for the newly-formed SapientRazorfish as CEO
- Chip Register will continue in his role as CEO Sapient Consulting and will also lead a combined global practice and delivery structure, designed to better aggregate the incredible breadth of capability in industry consulting, experience and marketing, and technology and data
- Shannon Denton, currently CEO Razorfish, will assume the role of Chief Strategy Officer for SapientRazorfish and will also head global practices for Publicis.Sapient
Sapient will further emphasize a regional collaboration with Nigel Vaz assuming responsibility for an integrated management team in Europe and Asia while Chip Register and Alan Wexler will co-lead North America
