MELBOURNE: CumminsNitro has adopted the worldwide name of Sapient Nitro following the takeover of the company.
Australian chief executive Sean Cummins said the name change was an inevitable part of belonging to a worldwide network.
"I have never had an ego about my name, just what the name represents," Cummins said. "We have been a world-class independent Australian agency. Now we can be that and more."
In June, the US-based interactive IT consulting company Sapient announced it would acquire Nitro Group, which includes CumminsNitro in Melbourne, Sydney and Brisbane [AdNews.com.au, 5 June 2009].
Cummins said it made sense to be a representative of the world brand in Australia.
"We aim to bring the grunt of Sapient's technological expertise here, so the new name creates that mission"
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