Razorfish Launches Operations in Brazil

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Agency opens Sao Paulo office and appoints general manager for Brazil.

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Brazil is the most underserved digital market in the world. Razorfish believes we can help innovative companies in Brazil put digital at the center of their businesses just as Brazilian consumers have adopted digital in their daily lives.

Razorfish today announced the launch of operations in Brazil to help companies transform their businesses through digital. The agency has opened an office in Sao Paulo and named Fernando Tassinari general manager of Razorfish in Brazil.

Tassinari, who has more than two decades of experience in the marketing and advertising industry, reports to Jose Martinez, managing director of Razorfish in Latin America. Prior to joining Razorfish, Tassinari was most recently general manager of Real Media and before that, managing director of Modem Media Brazil. His experience also includes executive positions at Yahoo! Brazil and Euro RSCG 4D.

"Razorfish is a new kind of agency," Tassinari said. "We are not in Brazil simply to create advertisements. We are here to help companies use digital for business transformation, such as inventing new products and services, or connecting brands to their consumers in completely new ways."

He added, "Brazil is the most underserved digital market in the world. Razorfish believes we can help innovative companies in Brazil put digital at the center of their businesses just as Brazilian consumers have adopted digital in their daily lives."

The Sao Paulo office's plan is to grow the operation to 25 employees by the end of the year, and will tap into the 2,000-person Razorfish network operating in nine countries worldwide. In Sao Paulo, Razorfish applies capabilities such as integrated digital strategy, user experience design and technology implementation in order to improve brands and create new digital products, all with a focus on measurement and optimization.

Razorfish is already working with leading clients in the region, such as Terra Networks, Latin America's leading portal and largest digital media company. In 2008, Razorfish helped Terra reinvent itself into a more social brand, incorporating features such as citizen journalism. The two companies have continued a strong relationship.

Fernando Madeira, CEO of Terra, said, "Razorfish has played an instrumental role helping Terra transform itself into the leading digital media company in Latin America. Razorfish will succeed in Brazil by providing its clients the same kind of innovation and understanding of digital consumers that Razorfish provided to Terra."

Joseph Crump, head of Strategy and Planning for Razorfish in Latin America, indicated that Brazil is at a digital turning point. "By almost any measure, Brazilians are the most digital people on the planet," Crump said. "With programs like the government's new national broadband plan, digital access will become even deeper and broader. It's time for companies and brands to begin weaning themselves off their old-fashioned dependence on television for connecting with their consumers. Razorfish is going to accelerate that process."

Razorfish has a rich history of helping companies innovate and improve their businesses around the world. For example, in 2008, with AT&T, Razorfish designed the first Surface touch screen application to support in-store sales. In 2009, Razorfish helped Mercedes-Benz USA launch its E-Class sedan with an innovative customer experience featuring 3D technology before many others were using 3D to build their brands.

The agency has consistently pioneered new thought leadership and tools for using digital to improve their businesses, such as ad measurement technologies and research into consumer behaviors. Just this month, Razorfish has embarked on ground-breaking research into Classe C, the new digitally savvy middle class in Brazil, Mexico and Argentina. Co-sponsored by Terra, the study is designed to help Latin American brands better connect with the largest demographic group in the region. The research will be unveiled later in 2010.

Jose Martinez said, "Brazil represents an enormous opportunity for Razorfish and our clients to meet the needs of the world's most exciting market for digital. Brazil also represents the beginning of a new chapter for Razorfish. We intend to expand throughout Latin America as we prove ourselves to be the change catalyst for industry and corporate leaders across the region."
Martinez added that Razorfish plans to open offices in Mexico and Argentina by mid-2011.

About Razorfish
Razorfish creates experiences that build businesses. As one of the largest interactive marketing and technology companies in the world, Razorfish helps its clients build better brands by delivering business results through customer experiences. Razorfish combines the best thought leadership of the consulting world with the leading capabilities of the marketing services industry to support our clients' business needs, such as launching new products, repositioning a brand or participating in the social world. With a demonstrated commitment to innovation, Razorfish continues to cultivate its expertise in Social Influence Marketing, emerging media, creative design, analytics, technology and user experience. Razorfish has offices in markets across the United States, and in Australia, China, France, Germany, Japan, Spain and the United Kingdom. Clients include Carnival Cruise Lines, MillerCoors, Levi Strauss & Co., McDonald's and Starwood Hotels. With sister agencies Starcom MediaVest, ZenithOptimedia, Denuo and Digitas, Razorfish is part of Publicis Groupe's (Euronext Paris: FR0000130577) VivaKi, a global digital knowledge and resource center. Visit http://www.razorfish.com for more information. Follow Razorfish on Twitter at @razorfish.


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