Razorfish Launches "CONVERGE: Transforming Business at the Intersection of Marketing and Technology"

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Executives Pen Book of Best Practices for Business Innovators

“CONVERGE is today’s must-read manual for business transformers.”
-Tim Armstrong, CEO & Chairman, AOL Inc.

“This book is not just a recap of the latest innovative technology; it also dives into key knowledge for leaders challenged with empowering teams to thrive…”
-Shantanu Narayen, President & CEO, Adobe

“… Convergence is game-changing. As you read it, free your minds and ask yourself, ‘Am I and my organization ready to face the challenges that CONVERGE says I must in order to succeed?’"
-Keith Weed, CMO of Unilever

“CONVERGE presents a cogent argument for a future where art and science intersect, where Data, not Don Draper, is the true messiah.”         
-Paul Kemp-Robertson, Editorial Director, Contagious

To create the rich, technologically-enabled experiences today’s consumers demand, companies need to bring together marketing and IT -- two critical functions that have long operated in separate silos. This phenomenon is broken down in "CONVERGE: Transforming Business at the Intersection of Marketing and Technology" (April 29, 2013; Wiley), authored by Bob Lord and Ray Velez, global CEO and CTO, respectively, of Razorfish, one of the world’s fastest growing digital and technology agencies.

CONVERGE showcases how to merge technology, media and creativity in order to thrive in our age of disruption. Lord and Velez explain how the lines have blurred, why technology, media, and creativity are coming together, and how this shift is revolutionizing marketing and business strategy.

Using client examples such as AXE, Mercedes-Benz, Samsung and Kellogg, CONVERGE shares the authors’ first-hand experience of working closely with national and global brands to solve business problems at this ever-changing collision point. With in-depth looks at cloud computing, data- and API-enabled creativity, ubiquitous computing, omnichannel shopping experiences and more, CONVERGE presents a roadmap that explains how to:

  •     Organize your company around the consumer by busting silos and applying the principles of agile development across your business.
  •     Leverage the power of the cloud for inexpensive easy-to-use solutions to marketing challenges
  •     Inspire cross-disciplinary thinking and collaborative action
  •     Create a religion around convergence, explaining how to tell the story, throughout the organization
  •     Adapt processes to keep up with and take advantage of rapid technological change
  •     Engage customers by creating your own media instead of interrupting them in someone else’s.
  •     Bridge traditional and digital media interactions to offer customers real-time shopping experiences.

A book by practitioners for practitioners, CONVERGE is about rethinking business organizations for a new age, and empowering teams to thrive in a world where marketing, technology, creativity and media are now one and the same.

About the Authors

Bob Lord is global CEO of Razorfish. He is a member of Publicis Groupe’s Strategic Leadership Team, has a seat on the board of directors for Publicis Groupe’s VivaKi unit, and sits on the board of directors for the Advertising Research Foundation. An active member of the TED community, he holds an MBA from Harvard Business School and a BS in engineering from Syracuse University.

Ray Velez is global CTO of Razorfish and a 20-year technology veteran. A longtime engineer, Ray previously served in key technology roles at Cambridge Technology Partners and Scient. He studied computer science and philosophy at Boston University.

About the Book

CONVERGE: Transforming Business at the Intersection of Marketing and Technology
By Bob Lord and Ray Velez
Publication date: April 29, 2013
Published by: Wiley
ISBN: 978-1118575529; $29.95; 256 pages

About Razorfish
Razorfish, the only digital agency to receive back-to-back rankings in Advertising Age’s 2011 and 2012 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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Norbert Beatty
Fortier PR
(917) 886-8119
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Britta Petersen
(212) 798-6718
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