• Reuters, Friday, August 1, 2008 10:15 AM

One industry's disaster is another industry's opportunity. Avenue A|Razorfish, a digital ad shop owned by Microsoft, is launching a media and entertainment consulting practice, seeking business from traditional media companies that need to broaden their image.

Domenic Venuto, who will lead the new practice, says hard times for media companies may push them into the arms of a marketing agency like his. "It's a great opportunity for us to show traditional media companies our [expertise] in how to shore up your traditional business, increase page views online and drive Web traffic."

The practice will involve roughly 200 staffers in New York, Los Angeles, San Francisco, Germany, the U.K. and Australia. Recent agency projects have included CNN, Conde Nast and The New York Times.

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