• Reuters, Friday, August 1, 2008 11:45 AM

Digital agency Avenue A/Razorfish on Thursday unveiled plans to launch a media and entertainment consulting practice that will help traditional media companies broaden their image on the Web, Reuters reports. The Microsoft company is one of the Web's largest digital ad shops, with a client list that includes Molson Coors Brewing Co, Kraft Foods Inc., McDonald's and Starwood Hotels.

Domenic Venuto will lead the new unit. He tells Reuters that an economic downturn may actually work in his firm's favor. "As the pressure increases on traditional media companies, it's a great opportunity for us," he said. "We definitely have a very strong point of view of how to shore up your traditional business, but also expand online. We've shown success, increasing page views and driving traffic."

The new unit will have a staff of roughly 200 employees, with offices in New York, Los Angeles, San Francisco and smaller groups in Germany, the United Kingdom and Australia. Avenue A/Razorfish has been building towards a consultancy business over the last several years, having built or improved Web sites for many of its media and entertainment clients. It has between 15 and 20 clients in the sector.

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