SapientRazorfish: What's in a name change and a restructure? Quite a lot, actually

There was an interesting piece of news last week. Global network Publicis merged two of its biggest digital agencies, Razorfish and SapientNitro, to create SapientRazorfish. We’ll come back to that in a moment.
I found the story interesting – as well as timely – because I’d recently had a conversation with someone in the marcomms business.
Why, my colleague mused, do the big groups make such a big song and dance about restructures and changing the names of things? Why do