Home  › Marketing › Strategies
lanctot

Jeff Lanctot Returns to Razorfish in Global Media Role

  |  September 15, 2011   |  Comments

Career move ends two-year dalliance with Microsoft, where he stayed after his agency's sale to Publicis.

lanctotDigital media veteran Jeff Lanctot has boomeranged to Razorfish to head up its global ad buying activities. The move ends a two-year dalliance with Microsoft, where Lanctot stayed after its 2009 sale of Razorfish to Publicis.

Lanctot comes home to a Razorfish that has changed considerably since that sale. For one, it has more clout thanks to its integration with Digitas, Starcom Mediavest Group, and Zenith Optimedia - Publicis's other three media agencies. Together the four make up the Vivaki digital ad-buying hub.

"The scale Publicis has puts Razorfish on a completely different stage from what it was on before," he said. "It gives us a chance to invent the future of media - pretty hard to do with a standalone Razorfish."

Lanctot's job at Microsoft was to oversee dealings with global agency partners, including the huge media and services agreement with Publicis that was a condition of the Razorfish sale. Lanctot is partially credited with negotiating that deal.

Lanctot left Microsoft in spring with plans to spend the summer with family before returning to work - possibly at a startup. During that time he continued to do advisory work and network in the startup community. But after a series of meetings with Razorfish CEO Bob Lord - casual at first, then more serious - he grew more interested in returning to the agency. In particular, he was impressed with the investments Vivaki has made in digital marketing tools and technologies through its Nerve Center research and development unit.

"While the opportunity is familiar in many ways it feels very new," Lanctot said. "Seeing the investments Publicis was making...felt strategically right to me."

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

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

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

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

    • Sr. Paid Search Manager
      Sr. Paid Search Manager (Bisk Education) - TampaCurrently seeking a Sr. Paid Search Manager in Tampa, FL for Bisk Education! Bisk Education is a...
    • 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...