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Adobe, Razorfish Partner to Develop New Cloud-Based Marketing Software

Partnership to Bring Adobe Tech to Publicis Clients

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Adobe works with many digital agencies, but none will have a closer relationship with the software company than Razorfish now that the two have formed a software development partnership.

Publicis-owned digital agency Razorfish is integrating its Fluent software with Adobe Marketing Cloud solutions, the two companies announced on Monday. The resulting Fluent software will be a skewed version of Adobe's cloud-based marketing software offered exclusively to Publicis clients.

Razorfish CEO Bob Lord said that marketers will help shape Fluent functionality and suggested that different Publicis clients may receive different versions of the software customized specifically to their needs.

Although Adobe works with many digital agencies, this is the first time it has entered a partnership in which the digital shop will develop its own marketing solution built on top of Adobe's Marketing Cloud.

"Razorfish is viewed and seen as a digital pioneer," Adobe's SVP-digital marketing Brad Rencher said. "Relationships like this one with Razorfish can help our customers move their brands into digital age."

Fluent will take Adobe's core marketing products--publishing, targeting and analytics--and add new user interfaces and cross-device serving functionality, Lord said. Publicis clients will likely start using the software within the next several months.

Fluent will also connect Adobe's Marketing Cloud with clients' transaction systems. Razorfish--known for its e-commerce expertise--has designed shopping portals for clients Delta, Target and Uniqlo.

Razorfish will own Fluent and no money will be exchanged between the two companies up front. The companies will split revenue once clients begin using Fluent. Adobe did not disclose how Fluent revenue would be split between it and Razorfish.

Adobe downplayed the software aspects of the partnership, however, emphasizing that Razorfish's role will be more of a brand liaison for Adobe's marketing products.

"This is less about tech and more about their expertise in helping leading brands market globally," Mr. Rencher said. "They can implement these robust solutions on both Adobe's and Razorfish's behalf."

Both companies said that the partnership will afford them access to one another's clients and grow their respective businesses.

In a best case scenario, Razorfish will end up licensing Fluent as a turnkey digital marketing solution to clients outside of Publicis. Were that to happen, Razorfish and Adobe would have to determine who owns the software. (Intellectual property rights will be determined as the software is developed.)

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