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Advertising Agency Razofish To Be Sold By Microsoft
Microsoft is reportedly looking to sell its online advertising agency Razorfish just two years after acquiring it as part of a $6bn deal for parent company aQuantive Inc. A report in the Financial Times suggested that Microsoft has brought in the investment bank Morgan Stanley to seek out a potential buyer for the agency, which according to predictions should sell for somewhere between $600 million and $700 million in the current economic climate. It’s hardly a surprise move as there has been speculation over whether Razorfish really fits into Microsoft’s new strategy to trim back expenses and concentrate purely on its core business during the recession.
When Microsoft made the decision to purchase aQuantive in 2007 it was looking to reinforce its online advertising presence and enable the company to compete more effectively with Google. The benefits of owning Avenue A/Razorfish, as the agency was then called, were secondary to other aspects of what aQuantive could offer Microsoft in terms of expanding its online advertising presence and give the company a much better chance of competing with the biggest online contender, Google. The ownership of an advertising agency, however, may have meant a conflict of interest for Microsoft as Razorfish is a direct competitor to Microsoft’s own advertising campaigns for marketing its products on the web.
Razorfish has a number of A-list clients including Nike, Mercedes-Benz USA, Levi-Strauss & Co and Audi, for whom it has created high profile online advertising campaigns with great success. The amount of money involved might not seem much to Microsoft, but ridding themselves of the conflict of interest could give Microsoft the opportunity to concentrate on marketing its own products in its own way. The FT report names French marketing company Publicis Groupe as the most likely contender to buy Razorfish, following further indications that the two companies are also planning to work together on a TV advertising campaign.
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