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Microsoft snaps up digital ad agency's street smarts; Uniting software king's products, Avenue A's online ad savvy could expand both brands.(News)
Crain's New York Business, May, 2007
Byline: Amanda Fung Microsoft corp.'s acquisition of a digital ad company will give the Redmond, Wash., corporation an important outpost in New York City. Earlier this month, the software company announced the purchase of Seattle-based aQuantive Inc. for $6 billion, its largest acquisition ever.
Microsoft will inherit a tremendous presence in Gotham through Avenue A|Razorfish, aQuantive's interactive ad agency, when the purchase closes later this year. "The deal is a big game-changer,'' says Bob Lord, East region president of Avenue A. The agency's Manhattan location is the largest of its 16 global offices. Avenue A focuses on Internet brand development and buys space for its clients on various Web sites, giving it the longtime Madison Avenue...
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