Avenue A/Razorfish absorbs i-Frontier

Medical Marketing and Media, Mar 2005 by McGuire, Stephen

I-FRONTIER, an interactive shop based in Philadelphia, has joined forces with larger sister agency Avenue A/Razorfish and taken on its name as part of a brand unification of the two agencies. The combined entity will represent the digital marketing services business for parent company aQuantive.

"We have a deep history in pharmaceutical marketing, and now we will be able to share what works outside the world of pharmaceuticals with our pharma clients," explained Brad Aronson, founder and president of i-Frontier. With a new title of executive vice president, Aronson now reports to Bob Lord, president of Avenue A/Razorfish East.

"I-Frontier's digital marketing capabilities, namely it's pharmaceutical expertise, makes our agency stronger, not only in the East region but throughout the U.S.," said Lord.

There are no plans to move or reduce i-Frontier's offices or its staff. Its client roster includes AstraZeneca. Wyeth and Aventis.

Avenue A/Razorfish maintains its headquarters in Seattle and has offices in New York, Boston, Atlanta, Fort Lauderdale, Fla., and now Philadelphia. aQuantive bought SBI.Razorfish from New York-based SBI Group for $160 million in July 2004. -S.M.