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Shake-Up for Major US Digital Agency

Shake-Up for Major US Digital Agency


One of the world’s fastest growing digital and technology brands will shake up its agency model by saddling up with Adobe.

New York-founded interactive agency, Razorfish, which is owned by the Publicis Groupe, has announced a new global strategic partnership with Adobe Systems Incorporated.

The collaboration involves integrating all Adobe Marketing Cloud solutions with Razorfish’s digital marketing technology platform, Fluent.

Shifting Market Demands

Through this partnership, the two companies will create solution-based products and services around the Adobe Marketing Cloud. The alliance also extends to the DigitasLBi agency network, which is part of Publicis Groupe’s digital technology division - led by Razorfish CEO Bob Lord.

“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,” said Lord.

“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.”

Under the strategic direction of international CEO of Razorfish and DigitasLBi, Stephan Beringer, Razorfish’s global Adobe practice will focus on ‘transforming’ digital marketing programs for clients with new initiatives.


The partnership will jointly expand Fluent, which is Razorfish’s software application for marketers to create, distribute, target and measure multi-channel digital campaigns, to include the entire Adobe Marketing Cloud.

Fluent will be layered on top of Adobe solutions and will help accelerate clients’ return on investment (ROI).

The brand said that formation of a global CMO-centric Adobe professional services practice, will also leverage analytics to provide design, implementation and ongoing optimisation capabilities across the entire Adobe Marketing Cloud - which includes Adobe Analytics, Adobe Experience Manager, Adobe Media Optimizer, Adobe Social and Adobe Target.

Interested in more of the latest developments in performance marketing across the globe? A huge array of delegates from global programme managers and directors, to vice presidents and C-level executives, will be attending the Performance Marketing Insights Conference in New York this March. The two-day event takes place at the prestigious Crowne Plaza Hotel in central Manhattan from March 12-13. For more information visit Performance Marketing Insights.

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Pippa Chambers

Pippa Chambers

Freelance News Journalist at PerformanceIN - working to source the latest and breaking news in performance marketing. 

From newspapers to national B2B magazines and technology reporting, I have covered a variety of genres. NCTJ/NCE qualified.

Please email me at and follow me @PippaC1

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