Q&A with Freddie Laker of Sapient

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

By Brian Morrissey

Sapient made a splash last week, inking a $50 million deal to acquire Nitro. It instantly transformed Sapient from a shop primarily known for its Web design and infrastructure business into a through-the-line agency. The company plans to maintain two agency brands, Sapient Interactive and Sapient Nitro, while sharing technology, strategy and other capabilities. The move also reverses the usual story of traditional agencies buying digital specialists. Sapient director of digital strategy Freddie Laker spoke with us about the thinking behind the deal, the changing nature of digital agencies and why Cannes still matters.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in