Lewis has dropped the ‘PR’ from its title as part of a rebrand designed to showcase its full-service marketing capabilities.
The firm’s APAC SVP Scott Pettet told PRWeek Asia the "big change in identity" better reflected the nature of the business.
"Over the past three or four years more clients have been coming to us and asking for non-traditional PR services, such as search and lead generation to full-service marketing solutions.
"This change has very much been client-led and we now see our services falling into four broad areas: awareness, demand generation, adoption and advocacy."
Pettit took over the APAC leadership early this year following Andy Oliver’s relocation to the UK to take up a global client engagement role.
Lewis’ marketing service is also partly a result of the completed integration of Boston-based agency DMG, which was acquired in 2013.
Its PR team, under SVP Doug Broad, has been integrated with Lewis in Boston. SVP Lisa Paglia is leading the roll-out of marketing services across the US, Europe and Asia-Pacific. DMG founders, Eric Davies and Andy Murphy have taken key senior roles at Lewis.
"Over the past three years we have invested organically and inorganically to add the skills that clients need in a digital future. We can now provide an agile pan-domain service through wholly-owned offices around the world. Clients gain greater flexibility and value because they can add services and geographies at their will," said Chris Lewis, CEO.
"Our new brand identity reflects this much broader proposition. It expresses our vision for a new kind of agency built for the future of communications. Lewis balances global scale and experience, with an entrepreneurial mindset and unconventional approach. That’s what we believe the top brands will look for over the next five years."
The rebranded outfit will work closely with Lewis Pulse – the digital arm of the business.
LEWIS is also unveiling a new visual identity, which can be seen at www.teamlewis.com.
In Asia, 2016 will see the full integration and rebranding of EBA Communications – the China agency it acquired last year.
The firm is also planning to open a third India office in Delhi, alongside existing bases in Bangalore and Mumbai.
Pettet added: "For a long time we have been known as a b2b tech agency. We still have a very successful and thriving tech practice, but we see more consumer-facing opportunities on the horizon and on a global level."