Razorfish Joint Venture Renamed | Adweek
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Razorfish Joint Venture Renamed

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NEW YORK -- Intervision-Razorfish, a Tokyo-based digital shop 49 percent owned by Razorfish, has altered its moniker to Frontage-Razorfish.

The name change comes two months after Dentsu, the largest advertising agency in Japan, acquired a 40-percent stake in Intervision, previously a wholly owned subsidiary of Sony Corporation. As joint shareholders, Dentsu and Sony renamed the operation.

Frontage-Razorfish hopes to capitalize on Sony's emerging broadband technologies, Dentsu's marketing knowledge and Razorfish's Internet-based services for clients like Sony Music Entertainment and Ajinomoto.

Separately, Razorfish in New York has redesigned Wesleyan University's Web site. Aimed at students, faculty, alumni and prospective students and their parents, the site ( http://www.wesleyan.edu/ ) features information on admissions, financial aid, academics, athletics, arts and other topics.

To develop the site, the New York-based interactive shop conducted strategy workshops with Wesleyan staff to define the key messages the site should communicate. "Wesleyan was looking for a vendor that would help them reach consensus on a new online brand identity and that would involve them in the creative process," said Karen McGrane, director of information architecture at Razorfish.