Razorfish Creates New Position in Asia-Pacific as Company Expands Its Network

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Lee Sherman, senior vice president of the company's Global Solutions Group, assumes role as president of Razorfish Asia-Pacific.

My management team and I share a vision that extends beyond advertising in the strict sense

Razorfish, one of the largest digital marketing companies in the world and one of the largest buyers of digital ad space, has named Lee Sherman as its new president for Asia-Pacific, a move signifying the company's commitment to global expansion.

"As managing director of our Global Solutions Group, Lee has demonstrated an incredible business acumen and an ability to work across continents to serve a variety of client needs," CEO Clark Kokich said. "His new role as president of Asia-Pacific reflects our belief in the tremendous growth potential of digital marketing throughout the region. Lee is a true innovator and he has an excellent leadership team. Together, they will bring digital marketing to a new level."

Sherman's long-term goal for the region is to help clients understand that digital technologies can do more than just improve marketing communications. Razorfish Asia-Pacific clients include Carnival Cruise Lines, Nestlé and Nike.

"My management team and I share a vision that extends beyond advertising in the strict sense," Sherman said. "We are becoming a consumer-connections company, using our creative, strategic and technology expertise to help our clients engage people with their products and services--beyond mere messaging. We recognize the need to continuously reinvent ourselves for the companies we serve. Our mission is to help our clients use digital media to transform their businesses and brands."

As part of this initiative, Razorfish intends to help clients tap into the inherent connecting power of social media to accomplish marketing objectives. Sherman indicated that Razorfish will also make social media more accountable, using technologies like generational action tags as well as search engine optimization to associate social media with transactions.

Since 2006, Razorfish has acquired two companies in Asia and partnered with a third. e-Crusade, with offices in Hong Kong, Shanghai and Beijing, will trade as Razorfish beginning in March. Its co-managing directors are Royce Lee and Venus Lee. Syndey-based Amnesia Razorfish is led by Managing Director Terry Carney.

Two years ago, Razorfish bought a minority stake in Digital Palette, a Tokyo-based subsidiary of Dentsu, which now operates under the name Dentsu Razorfish. It is headed by President Reo Watanabe.

In his new role, Sherman will oversee acquisitions, create a regional management structure that can effectively win pan-Asian accounts, coordinate with other regions to serve global business and help local offices build capabilities across the company's range of creative and media services.

Sherman is no stranger to building a cohesive network of talent. As SVP of Razorfish Global Solutions Group from 2004 through 2008, he ran one of the fastest-growing and most profitable parts of the company. GSG is a centralized unit providing services to clients in the US, Europe and Asia. It encompasses business intelligence (consumer data and reporting), search-engine and site optimization, and email marketing. Each practice applies proprietary technology and analytics to enhance the performance of clients' digital marketing efforts.

Sherman will leverage his acumen to bring new analytical capabilities to Asia-Pacific. What's more, the relationship to Dentsu gives Razorfish the ability to provide full-service marketing and advertising, including TV and print. "With Dentsu Razorfish, we have yet another great story to tell," Sherman said. "We can certainly bring our expertise in digital branding and creativity, emerging channels, strategy and analytics, but when a plan calls for broadcast media, we can deliver on that, too."

For five years prior to joining Razorfish, Sherman was a managing consultant with Gemini Consulting, where he provided strategic marketing services to Fortune 100 firms. He holds an MBA degree from the University of Michigan and a Juris Doctor from Seattle University. He will be based in Sydney.

Kokich concluded: "With offices in Australia, China, France, Germany, Japan, Spain, the United Kingdom and the United States, we are serving our clients' global marketing needs. Lee's new position further solidifies our presence in Asia as we continue to build our leadership position around the world."

About Razorfish
Razorfish, formerly Avenue A | Razorfish, is one of the largest interactive marketing and technology companies in the world, and is 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, MillerCoors, Levi's, McDonald's and Starwood Hotels. Visit http://www.razorfish.com for more information.

Sally O'Dowd
(direct) +1.312.696.5068 (mobile) +1.773.458.3740


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