• by Larissa Faw , March 12, 2018

Five years after the merger between Digitas and LBi (a deal then valued at $540 million), the agency is officially dropping the LBi from its name, returning to Digitas.

The agency, however, will keep the Unicorn mascot, which originated with LBi prior to the merger.

Digitas really never fully incorporated the LBi name in all of its branding. The agency's Twitter handle, for example, remained @Digitas and executives would use “Digitas” in general conversations to refer to the company. This latest move essentially codifies ongoing practice.

This newly slimmed-down moniker coincides with Digitas introducing a new global brand proposition that is designed to better summarize the Publicis Groupe division's mission: "With ‘Truth. Connection. Wonder.’ as our strategic guidepost for the work we do, the people who do it, and the culture that enables it, Digitas is positioned for sustainable growth in 2018, and beyond,” says Michael (MK) Kahn, global brand president, Digitas. 

Publicis originally acquired Digitas in 2006 for $1.3 billion. Last year, Digitas aligned with Publicis Media away from Publicis.Sapient to better join diverse capabilities of data, strategy, creative, media and tech.