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.
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.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.
October 13, 2015
1pm ET/ 10am PT
November 12, 2015