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Razorfish Creates CMO and Chief Strategy Positions to Ramp Up Global

Will Lidstone and Tim Perlstein get new titles

Razorfish has created both a chief marketing officer and a chief strategy officer position, respectively elevating William Lidstone, 41, and Tim Perlstein, 38, to the titles. The pair will report to Razorfish CEO Pete Stein as they help drive their agency's increasingly international aims. The New York agency says it is actively evolving its organizational structure across the globe.

"[Asia Pacific] is definitely a major focus," Perlstein, the chief strategy officer, told Adweek. "We're also excited about building out our business in Latin America. Obviously, it's an exciting market, and we're open and actively looking at opportunities across the region."

Prior to their promotions, London-based Lidstone served as the agency's executive vice president, while Perlstein had helmed the role of group vice president out of Razorfish's office in Austin, Texas. The latter exec said his firm was attacking emerging media on all fronts—from Google Glass-like wearable technologies to in-car apps.

"We are looking at the proliferation of connected things," he said, "[including] the ever-increasing sophistication of mobile devices and contextual data, and the advent of wearable computing and other new device form factors."

Meanwhile, expect agencies to continue to reconfigure their operations for brands' increasingly global sensibilities—especially in Brazil, which hosts the World Cup and Summer Olympics in the coming years. Panels at both the recent ANA and Advertising Week touted digital media's promise of delivering consistent-but-relevant brand messaging from continent to continent.

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