aQuantive integrates i-FRONTIER with its much larger sister agency.
aQuantive has integrated i-FRONTIER under behemoth sister agency Avenue A/Razorfish. The transition will see i-FRONTIER take on the larger agency's name and more tightly mesh its sales and creative operations with that firm.
Philadelphia-based i-FRONTIER's sales staff becomes part of Avenue A/Razorfish's East region. Founder and President Brad Aronson will now report to Bob Lord, president of Avenue A/Razorfish East.
i-FRONTIER had already integrated its creative and SEO (define) operations with Avenue A/Razorfish for a number of accounts, so executives of both firms said they expect a smooth integration.
"Clearly they have the leading brand in the interactive space," said Aronson. "We have worked well together on a number of clients, so we've been working together more than competing over the last couple years."
Lord said the agencies share a strength in measurement and analytics, and that will be one of the key elements of the brand integration they're now working out.
"The overlap in our strategy and our measurement offering is what's going to pull us together very tightly. The analytical rigor both agencies bring is the [lynchpin]," he said.
i-FRONTIER's client roster includes Alaska Airlines, AstraZeneca, Cadbury Adams, ING Direct, Wyeth, and Aventis. There are no plans to move or reduce i-FRONTIER's offices or staff.
Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
Hong Kong, May 5-6, 2015
A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
May 6, 2015
12:00pm ET/9:00am PT