Lanctot Returns To Razorfish As Chief Media Officer

Jeff-Lanctot

Coming full circle, digital agency Razorfish has rehired Jeff Lanctot in the newly created role of chief media officer. 

Lanctot first joined Razorfish -- then named Avenue A -- in 1999 as a media director. After promotions to General Manager of the Northwest region and senior vice president of global media, Lanctot left in 2009 to join Microsoft as managing director of advertiser and publisher solutions.

Effective October, Lanctot will be expected to identify smart investments and focus areas, while collaborating with VivaKi and sister agencies at Publicis Groupe, including Digitas, Starcom Mediavest Group, ZenithOptimedia and Denuo.

Reporting directly to Bob Lord, Razorfish's Global CEO, Lanctot will also work closely with media clients.

Still getting its organizational structure in order, Razorfish appointed Patrick Hounsell as senior vice president/general manager of media for North America at the beginning of the year.

In his new role, Hounsell is charged with creating a new national structure for Razorfish's media and search practice, while making better use of the agency's existing resources.

Razorfish has also recently launched a number of new services, including one aimed to help chief marketing officers get products and services to market more quickly. The initiative is based on the agency's "agile" methodology, whereby designers and technologists create rough drafts of Web sites and digital marketing campaigns, then modify them based on customer feedback.

Late last year, meanwhile, the agency dipped its toe into the music business, attempting to drum up support for indie pop artist AM with corporate sponsors by bolstering his social media presence and co-sponsoring a promotional contest.

Clients include Carnival Cruise Lines, MillerCoors, Levi Strauss & Co., McDonald's and Starwood Hotels.

Lanctot officially cut ties with Microsoft in February.

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