• December 13, 2004

AQuantive-owned interactive media agency, AvenueA/Razorfish, said on Monday that it has been given the green light to manage the interactive ad efforts for Capella University, an online university seeking brand recognition in a crowded and competitive market. This task includes media planning and buying responsibilities of online impressions and search, along with advanced analytical services, while AvenueA/Razorfish's sister agency, i-FRONTIER, will handle online creative.

"This is a significant addition and stands as one of our major client partnerships," said Bruce Woolsey, vice president and managing director at AvenueA/Razorfish. "Especially," he continued, "because Capella intends to use the breadth of the services that we offer: search, net conversions data/analytics, consulting, creative, and all of our Web media." Woolsey said the initial focus will be on search and direct response marketing.

Research firm Eduventures estimates the online distance learning market will take in $5.1 billion in revenue in 2004, and predicts the number of students exclusively attending college online to rise from 704,000 in 2003 to 915,000 by the end of this year.

-- Gavin O'Malley