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Razorfish & Adobe sign digital marketing partnership deal

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By John Glenday, Reporter

March 5, 2013 | 2 min read

Digital & Technology agency Razorfish has signed a strategic partnership with Adobe to integrate its Marketing Cloud solutions with Razorfish’s own digital marketing platform, Fluent.

The deal will see both firms create joint products and services with immediate effect and extends to the DigitasLBi agency network, part of Publicis Groupe’s Digital Technology Division.

Three initiatives will be pursued initially as a result of the compact, namely expanding Fluent to include the entire Adobe Marketing Cloud, form a global Adobe professional services practice and delivery of proven marketing service offerings.

Bob Lord, chief executive officer, Razorfish, said: “Expanding our affiliation with Adobe puts us in the best position to keep pace with continuously shifting market demands, and brings our clients the best digital marketing technology and services available. Adobe’s leadership in digital marketing combined with our shared commitment to developing groundbreaking, cloud-based marketing products and services, make this a winning partnership. We’re excited to shake up the agency model and provide a portfolio of proficiencies to benefit our mutual customers.”

Brad Rencher, senior vice president and general manager, Digital Marketing Business, Adobe, added: “Razorfish has a rich heritage of blending digital marketing strategy and technology expertise. Our extended relationship is a win for joint customers looking for the most comprehensive set of marketing solutions and services that address their business needs.”

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