SEATTLE - June 28, 2007 - DNA is to rebrand as Avenue A | Razorfish as part of a move to align the worldwide capabilities of the organization. Avenue A | Razorfish, the largest interactive marketing services firm in the US, acquired DNA in December 2005. Avenue A | Razorfish provides digital full service for its clients, marrying media and advertising with site design and technology.
Over the last 18 months, Avenue A | Razorfish has acquired a number of other leading agencies including Duke in France, NEUE DIGITALE in Germany as well as agencies in Japan, China and Australia to provide one of the first global digital networks.
DNA is one of the longest standing names in the UK digital market having been founded in 1996 as part of the advertising agency Leagas Shafron Davis.
Since joining Avenue A | Razorfish, DNA has doubled its billings to an estimated $18m, making it one of the largest in the UK with key clients including 02, FT.com, NSPCC and Samsonite.
As one global entity, the Avenue A | Razofish network has been increasingly able to collaborate on key client projects and business development. The company has also been able to stay connected via its internal Wiki, a proprietary employee-driven knowledge sharing portal for its 16 offices worldwide.
DNA has been run for the last 11 years by Neil Miller and Chris Perry, the original founders, as well as Steve Thompson, the founding Creative Director. It was one of the first agencies to offer full service online advertising and web build in the UK for clients such as Comet and Lloyds TSB, as well as being one of the first to take clients onto interactive TV with its work for the UK Government.
Chris Perry the Joint Managing Director of DNA said of the move: "The new name is so powerful and so respected in the digital arena we felt it was time for the change. 18 months after being acquired, we feel that this brand better represents the capabilities we can bring to bear for our clients."
Keith Metzger, SVP of International at Avenue A | Razorfish comments: "Over the last 6 months DNA has won international assignments such as Samsonite and FT.com that draw upon global Avenue A | Razorfish network resources. The advantages for clients in the transfer and mobilization of insight, technology and media buying expertise and clout have proved significant for all parties and this rebrand is an ideal way to communicate this."
About Avenue A | Razorfish
Avenue A | Razorfish is one of the largest interactive marketing and technology services agencies in the world. The company helps industry leaders such as Kraft, Dell, The New York Times and Starwood Hotels use digital channels to acquire and service customers. Avenue A | Razorfish's full suite of digital offerings includes online advertising, Web site design and development, email and search engine marketing, emerging media strategies, and enterprise portal development. Its award-winning client teams have a great understanding of customer needs and provide solutions through distinct business disciplines, which include: analytics, strategy, technology, media, creative design and user experience. An operating unit of Seattle-based aQuantive, Inc. (NASDAQ: AQNT), Avenue A | Razorfish has offices in markets across the United States, and global operations in Australia, China, France, Germany, Japan and the United Kingdom.