Avenue A/Razorfish Creates Search Division

In a bid to make search marketing an integrated part of online marketing plans, interactive agency Avenue A/Razorfish said it would create a search marketing division.

The division combines the interactive agency's search services with eonMedia, a search engine marketing firm owned by Avenue A/Razorfish parent aQuantive. Avenue A/Razorfish said the division, known as Avenue A/Razorfish Search, would be the ad industry's largest SEM firm.

“What we've found is that tracking the effect display media has on the bottom of the [sales] funnel can help us get a lot more out of search,” said Harrison Magun, managing director of Avenue A/Razorfish Search.

He said the search division would let Avenue A/Razorfish offer clients fully integrated online marketing campaigns instead of outsourcing search management — an approach taken by many interactive agencies. Magun said that by integrating technology platforms, Avenue A/Razorfish could track what is working, see the effect one media has on another and create efficiencies for clients.

“Our clients tell us they don't want three different people giving them three different reports on three different media,” he said.

Avenue A/Razorfish Search has more than 35 clients, including 1-800 Flowers, JP Morgan Chase and Gateway.

AQuantive acquired eonMedia as part of its December 2003 purchase of Go Toast, a bid management company. Go Toast spun off eonMedia as an SEM services firm in early 2003. Avenue A/Razorfish was created in June when aQuantive purchased SBI.Razorfish.

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