5 Years After Publicis Merger, DigitasLBi Rebrands as Digitas and Adopts a New Mission Statement

The LBi unicorn, however, will stay

Publicis Groupe will retire the LBi brand. Digitas

Five years and one month ago, Publicis Groupe merged its Digitas and LBi networks, forming DigitasLBi. Today, the global digital agency officially dropped the LBi from its name and will now be known simply as Digitas.

“In the last five years, we’ve worked seamlessly as a global network focused in mission, purpose and culture,” Digitas global brand president Michael Kahn told Adweek, “and our success speaks for itself.”

DigitasLBi went on to win major accounts such as Lyft in 2017 and Hewlett Packard Enterprise in 2016. It also gained critical acclaim, winning four Cannes Lions last year, including a Grand Prix in Creative Data for Whirlpool’s “Care Counts.”

“After a half-decade of fully integrated creation and delivery, it was high time to complete that unification, in both name and credo,” Kahn said.

Under the rebrand, Digitas will have a new mission statement: “Truth. Connection. Wonder.” And with that as a driving principle, Kahn said, Digitas will try to find new ways to connect with people, a strategy it already applies to client work.

Kahn did not provide much detail on how Digitas will implement and promote the new brand proposition.

The Digitas name, which comes from merging the word “digital” with the Latin word for truth, “veritas,” fittingly illustrates the proposition itself. LBi stands for Lost Boys International, the fictitious tribe of boys in Peter Pan who never grew up.

While DigitasLBi will disappear, the unicorn mascot will remain with Digitas, but with one key difference—the mythical creature in the new logo faces forward, not backward as it did with LBi.

Kahn did not elaborate on the changes made to the symbol, saying only, “It has evolved, taking on different personalities for each of our capabilities and our offices around the world.”

The merger of Digitas and LBi came just five months after Publicis acquired the latter agency for $540 million. The holding company bought Digitas in late 2006 for $1.3 billion, and at the time, the merger formed a global digital agency network with 5,700 employees.

Today, Digitas employs a staff of 6,000 with offices spanning 25 countries and six continents.

@kitten_mouse lindsay.rittenhouse@adweek.com Lindsay Rittenhouse is a staff writer at Adweek, where she specializes in covering the world of agencies and their clients.