Avenue A/Razorfish

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2004 Rating: 2 stars

The essence: Independent Avenue A/ Razorfish was formed this year when parent aQuantive acquired Razorfish, an interactive marketing consultancy and merged it with Avenue A, an online media buyer. The combined entity becomes the biggest interactive agency, wielding more than $300 million in media-buying clout. This does not include revenue for Web site work, analytics or related work.

Net growth: Fourteen wins, four of them with billings between $500,000 and $7 million, and 10 of them with billings between $1 million to $20 million. There were no losses. New business included Microsoft Corp.'s MSN Messenger, AstraZeneca and Shutterfly online photo site. It launched a search unit to take advantage of the fastest-growing area of online advertising. It also opened a Chicago office and relocated Atlanta headquarters to Seattle.

Management: The merger created a lot of upheaval. Karen Hamilton, Western Region exec VP, left to become president of NextLeft, a Los Angeles interactive marketing operation.

Creative quality and effectiveness: Pretty much standard interactive fare, though attractive. The best work submitted is the IamAnnTaylor site for the retailer's 50th anniversary. It is distinctive for its beautiful photographs of 50 multigenerational models ranging from classic icons to up-and-coming stars, and an interactive portion that invites visitors to share their Ann Taylor experiences for possible publication.