"Michael Kahn, our new global brand president, is very clear that he wants us to have a single, consistent global story. [The new name] is clear and it just means we will be consistent wherever we are in the world as Digitas." Islip explained that Digitas's move from the technology arm into the media division is to help distinguish PublicisSapient's broader "digital business transformation" mission from Publicis Media's focus on "marketing transformation" more specifically. The move comes with an added incentive for Digitas, which is taking over the Sky direct marketing business from former stablemate agency SapientRazorfish as a result. And the proximity to the media planning and buying function will give the agency, and in turn its clients, access to greater resources, according to Islip.