Razorfish selects Concept as AOR

SEATTLE: Razorfish has selected Concept Communications as its corporate AOR, in a role that links PR to social media and marketing.

SEATTLE: Razorfish has selected Concept Communications as its corporate AOR, in a role that links PR to social media and marketing. The account is a monthly five-figure retainer, David Deal, VP of marketing for Razorfish, told PRWeek.

Concept was selected following a competitive pitch that included large and midsize agencies, Deal said. Razorfish, considered one of the largest interactive advertising and marketing agencies, has several high-profile clients including Best Buy, Ford, and McDonald's. Publicis recently acquired Razorfish from Microsoft for about $530 million. Deal said the acquisition will not impact this agency relationship.

Concept demonstrated it could link PR to social media, as well as to Razorfish's broader marketing goals, Deal said. The West-Coast-based agency will also work with Razorfish in launching new services and thought leadership, across both traditional and social media.

“The lines between social media, marketing and PR have blurred,” Deal noted. “Concept is being hired for PR, but they showed us that they can make the links between these roles.”

For example, Concept will help Razorfish convert favorable Twitter coverage to positive mainstream news.

“They understand that it's not enough to generate a certain number of favorable tweets,” Deal said. “They're not just being obsessed with creating more Twitter followers.”

Samantha Steinwinder, cofounder of Concept, said the agency is preparing to help Razorfish with communications surrounding its sale to Publicis, in addition to vertical outreach.

“The verticals are very important to Razorfish because they obviously want to showcase their clients in the best light,” Steinwinder said. These verticals includes technology, automotive, healthcare, entertainment, and media outlets.

This is Razorfish's first AOR, but the firm has previously worked with agencies, including Becker PR, on a project basis.

Deal previously told PRWeek, bringing on a PR agency is a “cost-efficient” way for Razorfish to leverage its growing popularity. He credited Razorfish's heightened brand awareness to increased thought leadership efforts by its senior team, the launch of several employee blogs, the agency's presence on Twitter, and its recent published reports. Razorfish has also acquired agencies abroad that have incorporated the Razorfish name, he said. Last year, the agency also invited news media to its annual client summit for the first time in the nine-year history of the event and launched new practice areas.

Updated October 14, 2009, 11:22 am

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