Avenue A/Razorfish Simplifies Its Name

  |  October 21, 2008   |  Comments

Agency execs say the cumbersome moniker is no longer necessary to describe the agency or its work.

Life has just gotten a little bit easier for one of the biggest digital agencies (and the journalists who cover it).

Microsoft-owned Avenue A/Razorfish has decided to drop the first half of its cumbersome name, rebranding solely as Razorfish. The Seattle-based agency has been known by the full name since 2004, when Avenue A parent aQuantive acquired SBI.Razorfish and combined the companies' agency brands.

At the time of the merger, the shop consisted of just 800 people in 11 U.S. offices. Today, it boasts more than 2,200 people in 20 offices across six countries. In a release, Razorfish executives said the dual name was no longer necessary to describe the agency or its work.

"For four years we have operated as a single agency with integrated capabilities in the global marketplace, and we don't need two names anymore," Razorfish CEO Clark Kokich said. "Although both Avenue A and Razorfish are excellent choices as standalone brands, the Razorfish name enjoys stronger brand equity around the world."

Kokich added that shortening the name would "make it easier to do business with us."

The agency has also launched a new site to recognize the name change. Not all of the agency's offices will migrate to the new name immediately, but the transition will be completed by early 2009.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.

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

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...