Last September, Publicis Groupe made the decision to consolidate several of its agencies including Razorfish, Rosetta, digital agency Level, and design firm Nurun, into one entity, Razorfish Global. Now, this decision seems to be paying off — at least in the earned media space -- as consultancy Forrester Research in a new report has ranked Razorfish Global as a "Leader,” in providing marketing and advisory services in the business-to-consumer space behind SapientNitro, Deloitte and Accenture Digital.
And in the business-to-business arena, Razorfish Global was ranked a “Strong Performer.” The report underscores the point that for agencies to compete on a global scale they must not only build robust enterprise commerce platforms, but also bring strong customer insights and ultimately deliver engaging experiences across many regions and disciplines. In the digital sector it is no longer enough to specialize in one area of expertise.
“Over the last 20 years, Razorfish and Rosetta have both been recognized for the ability to seamlessly integrate customer intelligence, strategy, technology, and customer experience,” noted Paul do Forno, SVP Global Commerce and Content Lead at Razorfish. “Not only can we deliver integrated services, but we can do the heavy lifting on all major commerce platforms. The Razorfish Global network has thousands of shared commerce resources in offices across the globe that support commerce in industries like retail, branded manufacturing, distribution and pharmaceuticals.”
It is notable that Razorfish Global and SapientNitro are the only two agencies included in this report that are digitally native. The other brands, such as IBM and Infosys, are global consultancies or pure-play systems integrators that are now building out their digital expertise.
"We think we are in a fundamental position of strength because of the combination of insight/strategy, technology and core digital customer engagement capabilities that make up Razorfish Global," says Tom Adamski, Global CEO of Razorfish Global. “Today’s leading brands are looking for commerce partners that are able to combine customer insights and data, technical expertise, engaging experiences and transformational business strategy. Razorfish Global was created to deliver on that promise and help brands navigate the global commerce challenges of our time.”
One key to Razorfish Global’s performance was the shop’s success at integrating each agency under the merged entity into one cohesive services firm, reports Forrester. "The Razorfish Global clients with whom we spoke indicated the firm was particularly strong in the content management space. They also indicated that they thought favorably about the consolidation of several former independent GCSP brands (e.g., Rosetta, Crown Partners) under the Razorfish Global roof."
The list of service providers included in this report also included Cognizant, IBM Global Business Services, Tata Consultancy Services, HCL Technologies, Infosys and Wipro.