NM II Paper Research

Avenue A | Razorfish
Background
1. an "interactive services firm "
helps companies use internet to better their marketing and thus their business
2. resources = "data, insight-driven design, leading technologies and rigorous optimization"
3. created July 24, 2004 from a merge between:
-Razorfish which was "the largest interactive marketing and technology services firm" and
-Avenue A which was "the largest buyer of online media and search"
4. Clark Kokich = current CEO ("Razorfish's experienced leadership team is composed of senior-level executives in business development, advertising, direct-response marketing, technology consulting, and finance.")

Work
1. well known customers = visa, best buy, dell, ralph lauen, red bull, toyota, nike, microsoft, etc, etc, etc
2. Specific example company case study breakdowns, including challenges posed, how the company solved said challenge, and the impact it had for the company: Red Bull, Visa, Carnival
2. customer example work: Toyota
Pringles
JCPenney
4. 2008 involvement: Internet Advertising Competition, RxClub Awards, AdWeek's Top 5 Digital Design Blogs,AdWeek's Top 5 Digital Design Blogs, AdWeek's Top 5 Digital Design Blogs, Crain's NY Top Consultants, Inspire Awards

Creative Perspective
1. main goal is using their tools and resources to bring their client closer to their audience
2. philosophy = Customer Experience Journey, which consists of 6 sub philosophys:

1. The Internet is essential. 2. Channels must be integrated. 3. Understanding is key to success..

4. Users rule. 5. Creativity and technology must work together. 6. There is always room for improvement.

2. customer process:
-campaigns or sites reflect the knowledge accumulated on company's target audience.
-translate brand online using a "comprehensive team of media planners and buyers, search specialists, designers, rich interface developers, information architects and content strategists"