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.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers 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
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT