Publicis Groupe has said it will focus its newly-merged SapientRazorfish on helping clients to achieve digital transformation in the “connected world”.

Publicis announced late last year that its SapientNitro and Razorfish networks would merge with the aim of scaling digital experience, and offering a broader range of services “across the entire enterprise from CMO to CIO”, from management consulting to dynamic creativity technology.

SapientRazorfish will now offer services in six primary areas: digital business strategy and innovation, customer experience, data and artificial intelligence, marketing modernisation, IT modernisation, and commerce.

The business is led by global chief executive Alan Wexler.

“The market clearly needs a partner that drives real and sustainable business transformation for the connected age through an obsessive focus on the customer,” said Publicis Groupe chief exeucitve and chairman Maurice Lévy.

“Today’s business leaders are realising that a bifurcated approach of leaning on agencies to transform experiences and on consulting partners to transform business processes no longer works – it’s too slow, too fractured, organisationally unsustainable and most importantly, the focus on the customer gets lost in the complexity.”

Wexler added: “The new economic era requires putting digital at the core of business, including new operating processes and new ways of deploying technology. Innovation is increasingly important as clients look to evolve business models and leverage the bundling opportunity of platform effect.”