Razorfish Launches Practice to Fuel Storytelling Via Co-creation

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Group Will Apply Marketing Trifecta of Media, Creativity and Technology to Drive Client Innovation

Razorfish, one of the world’s fastest growing digital and technology agencies, today announced they have launched Razorfish Co-Lab™, a practice that, on behalf of clients, will co-create products with media and platform partners. These products that intersect media, creative and technology will include operations, branded utility, platform ad experiences and campaign innovation.

“We’ve long worked closely with our clients on next-generation storytelling through APIs, product manufacturing and evolutionary innovation,” said Bob Lord, global CEO of Razorfish. “After experiencing such exponential growth in these areas, we realized we needed to formalize a transferable, scalable process that could span the varying nature of these opportunities, and this required the soup-to-nuts dedication of an entire practice as well as focused partnerships with key technology platform providers.”

Prior to the formation of the group, Razorfish had extensive experience co-developing products for clients, including collaboration between a major airline and the Windows 8 platform, which was heavily covered at Advertising Week. Additional partners include Facebook, LinkedIn, Twitter and Foursquare, among others.

“We were thrilled to bring on Razorfish so early and work together in a co-ideation process to imagine what might be possible for in-app advertising on Windows 8,” said Stephen Kim, general manager of Yarn for Microsoft Advertising. “The concepts and thinking that Razorfish demonstrated is just the beginning of what is possible when we combine creativity and technology on Windows 8.”

“We’re thrilled to be a beta partner for Co-Lab,” said Jon Williams, global head of agency relationships at LinkedIn. “We are working together to help key clients understand how to really leverage the power of the LinkedIn professional graph. It makes sense for us to partner where we can scale innovative ideas across a broad portfolio of clients. Razorfish can provide access to creative expertise and a definitive process.”

“Given the tight alignment between media, creative and technology at Razorfish, we're an agency that is uniquely qualified to co-develop new products with our partners,” said Lord. “As the lines between these functions continue to converge, we’re thrilled to offer a concentrated team who can expedite and lead this process. While we will of course continue to buy standard ad offerings from our partners, we think Co-Lab provides a chance to create products that really stand out for our client's customers.”

Razorfish’s Margaret Czeisler has been appointed to oversee and drive partnership opportunities for Co-Lab and will report to Jeff Lanctot, the agency’s Chief Media Officer.

About Razorfish
Razorfish, the highest ranked digital agency in Advertising Age’s 2011 A-List, 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. Razorfish has offices in markets across the United States, and in Australia, Brazil, China, France, Germany, Japan, and the United Kingdom. Clients include Mercedes, Unilever, and McDonald’s. Razorfish is part of Publicis Groupe. Visit http://www.razorfish.com for more information. Follow Razorfish on Twitter at @razorfish.

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