Razorfish remains one of the world's most admired digital marketing specialists, although these days it maintains a slightly lower profile than it once enjoyed. Now owned by Publicis Groupe, the business has passed through several different hands since it was conceived back in the boom years of the late 1990s. Marooned by the collapse of the first internet bubble in 2001, it was rescued by technology roll-up SBI before subsequently merging with digital media group Avenue A to form aQuantive. That business was in turn snapped up by Microsoft in the frenzy of consolidation which seized the digital industry during 2007. At the end of 2009, Razorfish found itself a new corporate parent when Publicis agreed to acquire the business from Microsoft for a lavish $530m. With a network that now spans several territories in Europe and Asia as well as the Americas, Razorfish retains standalone branding within Publicis, working alongside other acquisitions such as Digitas, which was previously its most significant global rival.
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Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.
Recent stories from Adbrands Weekly Update:
Adbrands Weekly Update 17th Oct 2013: JP Morgan Chase consolidated all digital duties for its consumer and investment banking divisions with a Publicis Groupe team led by Razorfish and Rosetta.
Adbrands Weekly Update 22nd Aug 2013: Razorfish expanded its digital duties for Microsoft, taking on responsibility for a relaunch of the Surface tablet and Windows operating system. It replaces R/GA which was recently awarded new duties by rival Samsung. Razorfish also captured digital creative for UK retailer Argos.
Adbrands Weekly Update 25th Jul 2013: Bob Lord, the most senior digital executive at Publicis Groupe, is leaving to become chief executive of AOL Networks, the advertising and technology business of AOL, reporting to group CEO Tim Armstrong. Lord is currently global CEO of Razorfish, and chief executive of Publicis Digital Technologies, which oversees all the group's interactive businesses. Peter Stein moves up to global CEO of Razorfish; Shannon Denton is appointed CEO of Razorfish USA. At the same time, Publicis announced a strategic alliance with AOL to develop live advertising for online viewers.
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