Publicis Groupe buys Razorfish finally

Finally the deal is done, I think this should be a win-win-win deal, Publicis, Razorfish & Microsoft all win, a smart deal.

As part of the deal, the two companies will enter into a five-year strategic alliance that will allow Publicis-owned agencies to buy display and search advertising from Microsoft on “favorable terms” in exchange for a guarantee that Publicis will buy a certain amount of ad volume. Also as part of the deal, Razorfish will remain a preferred provider of digital strategy and creative and experiential marketing services to Microsoft. The marketer will guarantee a minimum amount of spending with Razorfish each year of the agreement.

Razorfish will be part of Publicis’s VivaKi unit and operate as its own agency brand, although some Razorfish employees and technology assets could also become part of VivaKi’s central technology group, the VivaKi Nerve Center.

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Though I had no idea what Vivaki is doing, it seems they’re doing some very high level strategic jobs that not much deliverables could be observed in execution level. Or maybe they’re just a name that make Publicis sounds better in digital arena. I am working in Publicis Modem, a small digital team in HK, the company has yet to tell us anything about Vivaki, well Publicis Modem is not under the mysterious Vivaki anyway.

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