Meeting Razorfish

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 Found 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”

Razorfish has more than 2000 employees worldwide.

Headquarters are located in Seattle

Razorfish has offices in markets across the United States

International locations

In 2007 Microsoft purchased aQuantive and dropped the “Avenue A” from the name.

Revenue in 2009- $380 million

On August 9, 2009 Microsoft sold Razorfish to Publicis Groupe for 530 million in cash and shares.

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 :





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)

Through the digital world Exploring all media channels

Magazine (Print and Online editions) Facebook Blogs Ipad Applications

Differentiation from Competitors:





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





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

Business

Meeting Razorfish