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Publicis Groupe acquires Razorfish from Microsoft

Published: 09/08/2009 05:00

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French advertising company Publicis Groupe struck a deal Sunday to buy the digital marketing agency Razorfish from Microsoft.

French advertising group Publicis Chief Executive Maurice Levy speaks during a meeting in Paris July 23, 2008.(Xinhua/Reuters Photo)

The deal is valued at 530 million U.S. dollars, comprised of cash and 6.5 million Publicis Groupe treasury shares. The two companies also signed a five-year strategic alliance agreement that will allow Publicis to purchase display and search advertising from Microsoft on favorable terms, in exchange for guaranteed aggregate purchase levels.

“We look forward to continuing to work with Razorfish as one of our agencies, and we’re confident that as a part of Publicis Groupe, Razorfish will build on its success to date in the digital advertising industry,” said Microsoft CEO Steve Ballmer, in a joint statement from the two companies.

Microsoft acquired Razorfish in 2007 when it bought aQuantive, a digital marketing services company, for about 6 billion U.S. dollars in order to compete better with Google.

“The acquisition of Razorfish is another step forward in realizing our strategic vision of building a world leader in digital communications, a critically important space for our clients,” said Publicis CEO Maurice Levy, in the joint company statement.

Razorfish will continue to operate under its brand name and will function as part of VivaKi, the unit created in June to seek synergies among various Publicis units including Digitas, Starcom MediaVest Group, Denuo, and ZenithOptimedia.

Razorfish’s management team, led by Chief Executive Officer Bob Lord, will remain unchanged. Razorfish’s major clients include Ford Motor Co., Best Buy Co., McDonald’s Corp. and Starwood Hotels & Resorts Worldwide Inc.

Publicis is the world’s fourth largest communications company with ad agencies including Leo Burnett,Publicis, Saatchi & Saatchi and media buyers Starcom MediaVest Group and ZenithOptimedia.

VietNamNet/Xinhuanet

Provide by Vietnam Travel

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