Publicis Groupe is combining its digital leaders SapientNitro with Razorfish to form SapientRazorfish effective January 2. The decision is designed to better fuse the capabilities and technologies between the two shops.
SapientNitro CEO Alan Wexler will lead the merged entity as CEO, and Shannon Denton, who has been CEO at Razorfish, will move to the new position of Chief Strategy Officer for SapientRazorfish and head of global practices for Publicis.Sapient.
Wexler has also been named co-CEO of Publicis.Sapient, along with Chip Register, who also retains his position of CEO of Sapient Consulting. The two executives will also oversee an integrated management team for Publicis.Sapient in North America. Alan Herrick, the former Sapient CEO and founding CEO of Publicis.Sapient, is shifting to chairman of that unit.
Current EMEA chief executive for Razorfish and SapientNitro Nigel Vaz will assume responsibility for an integrated management team in Europe and Asia while Register and Wexler will co-lead North America.
"When we formed Publicis.Sapient we integrated the strongest set of capabilities in digital, consulting and technology amongst any of our peer group," stated Maurice Levy, CEO, Publicis Groupe.
"We are now taking this next, important step to further integrate these formidable assets. SapientRazorfish is a powerful new entity in the marketplace uniquely combining customer experience strategy, omnichannel 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.”
Publicis Groupe currently generates 54% of its revenue from its digital businesses. It acquired Sapient and its agency subsidiary SapientNitro in 2015 and soon after created Publicis.Sapient to oversee key digital brands including SapientNitro, Rosetta, Razorfish, Sapient Consulting and DigitasLBi.