Avenue A | Razorfish Announces Creation of New Media and Entertainment Practice

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New practice will help media companies maximize the digital channel

Our experienced team is helping our clients embrace this change and take advantage of all the opportunities this new environment presents.

Avenue A | Razorfish, one of the largest interactive services firms in the world, has launched a Media and Entertainment practice offering digital marketing solutions to companies in the print/publishing and broadcast/cable fields in the United States and abroad. The new practice will be led by Domenic Venuto, vice president of Media and Entertainment.

Avenue A | Razorfish is formalizing its Media and Entertainment practice--expanding its retinue of clients --after working successfully for several years with US-based brands such as Condé Nast Publications, CNN, The New York Times, Infinity Broadcasting, and XM Radio. In the last six months, Avenue A | Razorfish has begun to serve media properties outside the United States, such as Brazil-based Terra Networks, HT Media in India and The Financial Times in the United Kingdom.

As a lead agency for the digital world, Avenue A | Razorfish's Media and Entertainment practice provides marketing, website development and strategic services to a wide array of publishing clients. Avenue A | Razorfish counsels dozens of media companies on how best to meet the needs of today's consumers, whose changing media consumption patterns are challenging old and new business models alike.

As one of the largest buyers of digital advertising space in the world, Avenue A | Razorfish also knows what advertisers want from web properties. As a result, the company counsels its clients on how to build their web sites specifically to attract advertisers and grow online ad revenues.

For example, the agency builds new forms of Web-based interaction that engage consumers, attract advertisers and efficiently deliver publishers' content. Such forms include social media applications that enable people to share their viewpoints and post their own videos and stories; immersive, Web-based experiences that showcase publishers' assets or brands; and mobile content so that people can get their news and entertainment on the go.

"We understand, like no other agency, the industry's market forces. At the same time, we understand people's digital behavior and how that affects the success and longevity of digital brands," Venuto said. "Our experienced team is helping our clients embrace this change and take advantage of all the opportunities this new environment presents."

Venuto added: "Many of the world's leading media and entertainment companies rely on our creativity, passion and technical expertise to develop their digital strategies. As such, formalizing the Media and Entertainment practice was a natural next step for us. Creating a dedicated practice builds on the intelligence we've gained from past experience and sharpens our thought leadership to the industry's benefit."

The Media and Entertainment practice will focus on clients who publish, market or distribute content--whether it be print (magazines, newspapers, and books); broadcast/cable (network TV, cable, and radio) channels; and content that is exclusively online. The practice is also focused on the music and film genres.

About Avenue A | Razorfish:
Avenue A | Razorfish is one of the largest interactive marketing and technology companies in the world. With a demonstrated commitment to innovation, Avenue A | Razorfish counsels its clients on how to leverage digital channels such as the Web, mobile devices, in-store technologies and other emerging media to engage people, build brand loyalty and provide excellent customer service. The company is increasingly advising marketers on Social Influence Marketing™, its approach for employing social media and social influencers to achieve the marketing and business needs of an organization. Its award-winning client teams provide solutions through their strategic counsel, digital advertising and content creation, media buying, analytics, technology and user experience. Avenue A | Razorfish has offices in markets across the United States, and in Australia, China, France, Germany, Japan and the United Kingdom. Clients--many of them served in multiple markets--include Carnival Cruise Lines, Coors Brewing Company, Kraft, Levi's, McDonald's and Starwood Hotels. Visit http://www.avenuea-razorfish.com for more information.


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