Avenue A/Razorfish Loses First Four Syllables

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The Microsoft-owned agency has changed its name to just Razorfish, which, of course, was a stand-alone web design shop before Avenue A bought it. It will still keep the media planning and buying services for which Avenue A is known. "Although both Avenue A and Razorfish are excellent choices as stand-alone brands, the Razorfish name enjoys stronger brand equity around the world," CEO Clark Kokich said in the announcement. Global expansion has been a priority for the shop.

Good move, we say. Brevity rules. Plus, now its initials don't read "aarf."
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