Dentsu's Tokyo HQ
Continuing its international expansion, Avenue A/Razorfish has entered the Japanese market via an alliance between the agency's holding company aQuantive and Dentsu, reports AdWeek.
As part of the deal, Dentsu web shop Digital Palette will be renamed Dentsu/Avenue A/Razorfish as of Feb. 1. The alliance gives Avenue A/Razorfish a quick entry into Japan, the second-largest internet market in the world behind the United States.
aQuantive has moved to expand Avenue A/Razorfish's international reach in the past year, acquiring agencies in Europe and Australia so it can better handle global accounts.
Avenue A plans on staying independent so it can focus purely on the web. According to AdAge, Avenue A execs said internet marketing is, in addition to an advertising medium, a customer acquisition, e-commerce and relationship tool.