Avenue A | Razorfish Shortens Name to Razorfish

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Launches global http://www.razorfish.com

Although both Avenue A and Razorfish are excellent choices as standalone brands, the Razorfish name enjoys stronger brand equity around the world.

Avenue A | Razorfish announced today that the agency has shortened its name to Razorfish™ and launched its new website -- http://www.razorfish.com .

"For four years we have operated as a single agency with integrated capabilities in the global marketplace, and we don't need two names anymore," Razorfish CEO Clark Kokich said. "Although both Avenue A and Razorfish are excellent choices as standalone brands, the Razorfish name enjoys stronger brand equity around the world."

The Avenue A | Razorfish name was the result of a 2004 merger between Avenue A, one of the first companies to plan and buy digital media, and Razorfish, one of the first companies to counsel clients on digital marketing strategy, creative, and web design.

"As pioneers in the 1990s, Avenue A and Razorfish were each known for helping clients enter the digital age. Both brands represented innovation and speed to market, and they still do so today," Kokich said. "Nevertheless, we are making it easier to do business with us by using a single name--Razorfish."

Since the merger, the company has grown from 800 people in 11 U.S. offices to more than 2,200 people in 20 offices across the United States, Australia, China, France, Germany, Japan and the United Kingdom. Razorfish is one of the largest interactive marketing companies in the world, and also one of the largest buyers of digital advertising space and paid search.

"Today, a global network of Razorfish professionals, from New York to Beijing, helps our clients build stronger brands for the digital world, whether we're launching a media campaign for Best Buy, designing websites for the likes of The Financial Times, Hindustan Times and The New York Times, or helping Levi's use social media to engage brand advocates," Chief Strategy Officer Jeff Lanctot said.

The agency's offices are adopting the Razorfish name as follows (effective immediately unless otherwise noted):

  • All U.S. offices use the Razorfish brand name.
  • Amnesia Group in Australia is Amnesia Razorfish.
  • Avenue A | Razorfish London will become Razorfish London early next year.
  • Dentsu | Avenue A | Razorfish in Japan will become Dentsu Razorfish early next year.
  • Duke in France is Duke, a Razorfish company.
  • e-Crusade in greater China (Beijing, Shanghai and Hong Kong) will become Razorfish early next year.
  • Neue Digitale in Germany is Neue Digitale/Razorfish.

Additionally, Razorfish has launched a new all-Flash website, http://www.razorfish.com, with abundant content for everyone--from job seekers, journalists and peers, to clients and prospects.

The site embodies the core attributes of global, social, simple and experimental - providing easy access to:

  • A visually-rich portfolio of 45 case studies categorized by industry
  • Razorfish special reports, including the DOR, in PDF & audio format
  • 50 white papers ("Insights") filtered by topic
  • Client summit video highlights
  • Links to company blogs & newsletters, as well as the company's Facebook page
  • Landing pages for each service offering with helpful links
  • Careers Center
  • Partners form to qualify publishers & vendors
  • Events calendar

About Razorfish
Razorfish, formerly Avenue A | Razorfish, is one of the largest interactive marketing and technology companies in the world, and also one of the largest buyers of digital advertising space. With a demonstrated commitment to innovation, 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. Razorfish has offices in markets across the United States, and in Australia, China, France, Germany, Japan and the United Kingdom. Clients include Carnival Cruise Lines, Coors Brewing Company, Levi's, McDonald's and Starwood Hotels. Visit http://www.razorfish.com for more information.

Media Contacts:
Sally O'Dowd
Sally.odowd@razorfish.com
(direct) +1.312.696.5068
(mobile) +1.773.458.3740

Katie Lamkin
Katie.lamkin@razorfish.com    
(direct) +1.312.696.5241
(mobile) +1.773.308.3425

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Katie Lamkin
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