Avenue A/Razorfish Buys a Footprint in Japan

  |  January 17, 2007   |  Comments

aQuantive's digital marketing unit gets its first presence in the world's second-largest economy.

Avenue A/Razorfish has continued its overseas acquisition tear with a major investment in Dentsu subsidiary Digital Pallette. Under the deal, the agency will change its name to Dentsu/Avenue A/Razorfish, giving the aQuantive-owned digital marketing services company its first presence in the world's second-largest economy.

Digital Palette is historically focused on planning and production for online content, but is in the process of building account and media buying services, according to the companies. aQuantive's Avenue A/Razorfish, meanwhile, has been hungry for a Japanese outpost for some time. It began discussions with Dentsu, the country's largest advertising business and the world's approximately fifth largest, about a year ago.

Plans for Dentsu/Avenue A/Razorfish include cross-selling existing domestic U.S. clients on their Japanese business, according to Clark Kokich, the agency's worldwide president.

"As our large clients seek global solutions, we absolutely had to have an answer in Japan," he said.

Other recent international acquisitions for Avenue A/Razorfish include e-Crusade in Hong Kong and Shanghai, Neue Digitale in Germany, Amnesia in Australia and DNA in the U.K.

Finding good -- and willing -- interactive agencies to acquire is an ever more challenging process, Kokich said.

"When you go into these markets, you're lucky if you can find one or two really high quality independent agencies," he said. "We've been really fortunate; in every case where we've found a company that we thought could play at the level we're looking for, they were as excited as we were about it."

AQuantive, meanwhile, remains one of the few publicly traded independent interactive marketing firms left in the U.S. One of its peers in that small club is Digitas, which recently agreed to be acquired by Publicis.

"I think there's room for at least one global independent interactive agency, and we're absolutely convinced we can compete as an independent," said Kokich.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Zachary Rodgers

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. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...
    • Assistant Product Listing Ads (PLA) Manager
      Assistant Product Listing Ads (PLA) Manager (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for an Assistant Product Listing Ads (PLA...