I just watched Jaffe Juice which is produced by Joseph Jaffe of Crayon (a social media consultancy). Now Jaffe is smart and insightful but this time he seems a little misinformed. Watch the full episode and then read my comments.
In talking about
Publicis's acquisition of
Razorfish, Jaffe implies that we were originally bought by Microsoft to serve as their in house agency. We did not function as an in-house agency for Microsoft but ran independently. In fact, Microsoft was a client of ours even before we were acquired by them and after the acquisition Microsoft continued to use many other agencies. It is fair to say that when we were bought Microsoft was most interested in the ad serving platforms
Atlas and
DrivePM which were immediately folded into the parent company. Razorfish happened to be a part of the package.
But what really disappointed me was that Jaffe implied that Publicis was strengthening its digital capabilities but
not its social media capabilities through its acquisition of us. There were many reasons why we were acquired but one of the key factors was our social influence marketing expertise. The Razorfish SIM work, which touches practically every client of ours, is considered best in breed and gets stronger everyday. A recent
Forrester report -
Aligning your Agencies For Social Marketing, had this to say about our skills,
Social marketing may one day become a fully ingrained part of the interactive marketer's tool kit, but until then top social marketing performers like Razorfish use teams of dedicated social marketing experts to conduct research, advance thought leadership, and distribute best practices throughout the agency and client organizations.
Jaffe - I enjoy your program but I'm not convinced you've gotten your facts completely right this time. For a sense of our thought leadership, just read some of the
coverage that
Fluent - The Social Influence Marketing Report has gotten and visit our corporate website to see some of the clients that we've done work for.
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