Avenue A/Razorfish continued its string of recent overseas acquisitions by picking up German digital shop Neue Digitale for $5.6 million up front, plus performance-based payments over the next three years.
Avenue A/Razorfish, a unit of aQuantive, recently bought Australian agency Amnesia, DNA in the U.K. All three agencies have retained their brand identity and existing leadership teams, operating as subsidiaries of Avenue A/Razorfish.
"Our determination to provide exceptional service in promising international markets led us to Neue Digitale in Germany," Clark Kokich, worldwide president of Avenue A/Razorfish, said in a statement. "Neue Digitale is distinguished as a leader for creative innovation and delivering digital marketing results. We are excited to welcome the team to our expanding family."
Neue Digitale has 44 employees and is headquartered in Frankfurt. The agency is led by founders Andreas Gahlert, who serves as managing director, and Olaf Czeschner, the firm's creative director. It offers clients strategic planning, creative conception, and technical implementation as well as media services for the integration of mobile channels.
Neue Digitale has earned a reputation as a creative and effective online branding specialist with rojects for companies like adidas, Germanwings, Daimler-Chrysler, Olympus Europe and Coca-Cola.
International business accounted for 20 percent of aQuantive's marketing services business last quarter. The company has hinted the DNA and Amnesia acquisitions would not be its last, especially in the Asia-Pacific market.
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Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.
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March 19, 2014