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By: By: Jennifer JoynerJennifer Joyner
Caroline MarksCaroline MarksAyman BadwanAyman Badwan
11 Company OverviewCompany Overview
22 Clients and DifferentiationClients and Differentiation
33 Work ExamplesWork Examples
44 Razorfish in the NewsRazorfish in the News
Background: Founded by Craig Kanarick
and Jeff Dachis Founded 1995 in New York The first headquarters was at
Jeff’s apartment in Manhattan Their first project was to build
a website for the New York Botanical Garden
Received a strategic investment from Omnicon
In 1998 Razorfish made its first of what was to be many acquisitions, by purchasing Avalanche Systems.
In 2003 They were acquired
by SBI Group and was renamed “SBI.Razorfish”.
The SBI.Razorfish division got acquired by aQuantive and was renamed “Avenue A Razorfish”
On August 9, 2009 Microsoft sold Razorfish to Publicis Groupe for 530 million in cash and shares.
In 2007 Microsoft purchased aQuantive and dropped the “Avenue A” from the name.
Razorfish has more than 2000 employees worldwide.
Headquarters are located in Seattle
Razorfish has offices in markets across the United States
International locations Revenue in 2009-
$380 million
Enterprise Razorfish Health Help clients build
better brands through customer experience
Launch new products Reposition a brand Participate in the
social world
Marketing and Experience Design Strategy and Planning Advertising and Branding Interaction Design Emerging Media Social Influence
Marketing Email and eCRM Analytics and Search
Services :
11 Company OverviewCompany Overview
22 Clients and DifferentiationClients and Differentiation
33 Work ExamplesWork Examples
44 Razorfish in the NewsRazorfish in the News
CLIENTS INCLUDE:
Carnival Cruise Lines MillerCoors Best Buy Levi Strauss & Co. McDonald’s Starwood Hotels
AT & T Coca-Cola Red Bull Audi Sony Ralph Lauren
Words from Clients: "We are looking forward to working with
Razorfish and creating some innovative and exciting digital marketing to engage with our customers who are increasingly consuming digital media."
-Alistair Macrow, McDonald's marketing director
"Razorfish has been a valuable Best Buy partner for years.”
-Barry Judge, CMO at Best Buy
Mircosoft sold Razorfish to French advertising conglomerate Publicis Groupe for $530 million in cash and stock.
Publicis Groupe is ranked the world’s 2nd largest media counsel and buying group, and is a global leader in digital communications.
With sister agencies Starcom MediaVest, ZenithOptimedia, Denuo and Digitas.
Conglomerate:
Awards: Outstanding Beverage WebsiteMillerCoors - "Project: Cold“ (2010)
Best Travel WebsiteTravelChannel.com (2010)
Best Mobile App SponsorshipMercedes Benz - "Motor Trend App“
(2010)
Interactive digital technology Exploring all media channels
Magazine (Print and Online editions) Facebook Blogs Ipad Applications Mobile Apps
Differentiation from Competitors:
11 Company OverviewCompany Overview
22 Clients and DifferentiationClients and Differentiation
33 Work ExamplesWork Examples
44 Razorfish in the NewsRazorfish in the News
Recent Creative Work! Coors Light New mobile Campaign Joined with Sypderlink SnapTag “Razorfish, the digital agency of record for
Coors Light, developed the digital campaign to extend the beer brand’s Super Bowl presence and connect the brand with consumers prior to game day.” – by Dan Butcher on MobileMarketing.com
11 Company OverviewCompany Overview
22 Clients and DifferentiationClients and Differentiation
33 Work ExamplesWork Examples
44 Razorfish in the NewsRazorfish in the News
In a recent Media Release, “Razorfish announced that it was selected by The Hollywood Reporter, to consult on the redesign of the brand’s website and print magazine, and design a complementary iPad application”
In the same Media Release, “Razorfish continues to cultivate our expertise in Social Influence Marketing, emerging media, creative design, analytics, technology and user experience”
“In any case Razorfish says media is not at the heart of its social marketing strategies. According to Jeremy Lockhorn, VP of emerging media at Razorfish, labor-intensive activities like Facebook page development, community management, and blogger outreach are more important.” (Click Z, Website)
http://www.mobilemarketer.com/cms/news/advertising/8674.html
http://www.fundinguniverse.com/company-histories/Razorfish-Inc-Company-History.html
http://www.razorfish.com/img/content/Razorfish_Factsheet_May2010.pdf
http://www.clickz.com/clickz/news/1696914/razorfish-media-report-social-ad-spend-still-trails-hype
http://techcrunch.com/2009/08/09/microsoft-unloads-razorfish-to-the-french-for-530-million/
http://www.razorfish.com/img/content/102810_TheHollywoodReporter.pdf
http://www.razorfish.com/#/news/press-releases/2010/pressreleases/pr-20101028-hollywood-reporter-online-mobile-and-print/
http://www.brandrepublic.com/News/800166/McDonalds-appoints-Avenue-Razorfish-digital-account/
http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i536de76b303d74fed77b1c560305d9d8
http://www.razorfish.com/#/work/awards/view-all-2010/
http://www.razorfish.com/#/work/awards/view-all-2010/
http://www.razorfish.com/#/news/press-releases/2009/pressreleases/pr-20090820