Microsoft Pays $6B for Online Ad Company

18 May 2007 - 6:22pm
7 years ago
7 replies
705 reads
Dave Malouf
2005

I'd love to hear people's thoughts, especially from the fishies among
us about this deal.
I was speaking w/ a microsofty today about this and he is convinced
this is the new beginning of advertising. My take on it was more
personal. Razorfish has been a major organ (can't quite say it is the
heart) of the NYC/Silicon Alley UX scene for close to 10 years if not
10 years. It is hard to imagine that this organization is falling under
the umbrella of Microsoft. Will it still maintain it's brand? And
worse, will it still keep its NYC edge and connections? Will the type
of people who decide to become Razorfish employees stay at a company
like MS? What will this do to the NYC UX market and community?

Anyway, I find this very interesting.

- dave

Sent to you by Dave via Google Reader: Microsoft Pays $6B for Online Ad
Company via BusinessWeek Online -- on May 18, 2007 The software giant
paid $6 billion in cash and a massive premium to grab aQuantive Inc.

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Comments

18 May 2007 - 6:42pm
Nancy Broden
2005

My experience is of Razorfish SF from 2002 - 2005. I survived the
acquisition by SBI and the subsequent acquisition by Avenue A
(aQuantive). IMHO Razorfish wasn't the same after SBI, and definitely
not after Avenue A. My friends and colleagues who stuck it through
the "dark years" feel that it is a good place to work now, but I
seriously doubt it feels like the old Razorfish.

- Nancy

nancy.broden at gmail.com

On May 18, 2007, at 4:22 PM, Dave wrote:

> I'd love to hear people's thoughts, especially from the fishies among
> us about this deal.
> I was speaking w/ a microsofty today about this and he is convinced
> this is the new beginning of advertising. My take on it was more
> personal. Razorfish has been a major organ (can't quite say it is the
> heart) of the NYC/Silicon Alley UX scene for close to 10 years if not
> 10 years. It is hard to imagine that this organization is falling
> under
> the umbrella of Microsoft. Will it still maintain it's brand? And
> worse, will it still keep its NYC edge and connections? Will the type
> of people who decide to become Razorfish employees stay at a company
> like MS? What will this do to the NYC UX market and community?
>
> Anyway, I find this very interesting.
>
> - dave

18 May 2007 - 9:41pm
Challis Hodge
2003

My take is that MSFT bought aQuntaive in response to the the other
acquisitions announced this week. The cash offer was clearly designed to
close the deal without any question or debate. I can't imagine MSFT cares
much about the AARF piece of the acquisition. Any bidders?

-c

On 5/18/07, Nancy Broden <nancy.broden at gmail.com> wrote:
>
> My experience is of Razorfish SF from 2002 - 2005. I survived the
> acquisition by SBI and the subsequent acquisition by Avenue A
> (aQuantive). IMHO Razorfish wasn't the same after SBI, and definitely
> not after Avenue A. My friends and colleagues who stuck it through
> the "dark years" feel that it is a good place to work now, but I
> seriously doubt it feels like the old Razorfish.
>
> - Nancy
>
> nancy.broden at gmail.com
>
> On May 18, 2007, at 4:22 PM, Dave wrote:
>
> > I'd love to hear people's thoughts, especially from the fishies among
> > us about this deal.
> > I was speaking w/ a microsofty today about this and he is convinced
> > this is the new beginning of advertising. My take on it was more
> > personal. Razorfish has been a major organ (can't quite say it is the
> > heart) of the NYC/Silicon Alley UX scene for close to 10 years if not
> > 10 years. It is hard to imagine that this organization is falling
> > under
> > the umbrella of Microsoft. Will it still maintain it's brand? And
> > worse, will it still keep its NYC edge and connections? Will the type
> > of people who decide to become Razorfish employees stay at a company
> > like MS? What will this do to the NYC UX market and community?
> >
> > Anyway, I find this very interesting.
> >
> > - dave
> ________________________________________________________________
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18 May 2007 - 11:06pm
Wendy Fischer
2004

I would not be surprised if Razorfish is spun off or sold. It seems to be that Razorfish serves a lot of competitors of Microsoft, and that the business for razorfish might suffer because companies might not be willing to share their technologies or secrets with a consulting company that is aligned with Microsoft. Just my two cents.

-wendy

----- Original Message ----
From: Challis Hodge <challis at experiencepeople.com>
To: discuss at ixda.org
Sent: Friday, May 18, 2007 7:41:18 PM
Subject: Re: [IxDA Discuss] Microsoft Pays $6B for Online Ad Company

My take is that MSFT bought aQuntaive in response to the the other
acquisitions announced this week. The cash offer was clearly designed to
close the deal without any question or debate. I can't imagine MSFT cares
much about the AARF piece of the acquisition. Any bidders?

-c

On 5/18/07, Nancy Broden <nancy.broden at gmail.com> wrote:
>
> My experience is of Razorfish SF from 2002 - 2005. I survived the
> acquisition by SBI and the subsequent acquisition by Avenue A
> (aQuantive). IMHO Razorfish wasn't the same after SBI, and definitely
> not after Avenue A. My friends and colleagues who stuck it through
> the "dark years" feel that it is a good place to work now, but I
> seriously doubt it feels like the old Razorfish.
>
> - Nancy
>
> nancy.broden at gmail.com
>
> On May 18, 2007, at 4:22 PM, Dave wrote:
>
> > I'd love to hear people's thoughts, especially from the fishies among
> > us about this deal.
> > I was speaking w/ a microsofty today about this and he is convinced
> > this is the new beginning of advertising. My take on it was more
> > personal. Razorfish has been a major organ (can't quite say it is the
> > heart) of the NYC/Silicon Alley UX scene for close to 10 years if not
> > 10 years. It is hard to imagine that this organization is falling
> > under
> > the umbrella of Microsoft. Will it still maintain it's brand? And
> > worse, will it still keep its NYC edge and connections? Will the type
> > of people who decide to become Razorfish employees stay at a company
> > like MS? What will this do to the NYC UX market and community?
> >
> > Anyway, I find this very interesting.
> >
> > - dave
> ________________________________________________________________
> Welcome to the Interaction Design Association (IxDA)!
> To post to this list ....... discuss at ixda.org
> List Guidelines ............ http://listguide.ixda.org/
> List Help .................. http://listhelp.ixda.org/
> (Un)Subscription Options ... http://subscription-options.ixda.org/
> Announcements List ......... http://subscribe-announce.ixda.org/
> Questions .................. lists at ixda.org
> Home ....................... http://ixda.org/
> Resource Library ........... http://resources.ixda.org
>

--
+++
________________________________________________________________
Welcome to the Interaction Design Association (IxDA)!
To post to this list ....... discuss at ixda.org
List Guidelines ............ http://listguide.ixda.org/
List Help .................. http://listhelp.ixda.org/
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19 May 2007 - 1:03am
Jeffrey D. Gimzek
2007

wendy might be on the right track as far as spinning off or selling
RF, but i cant think of too many "competitors" to Microsoft in their
client list... actually, i cant think of any.

I have to agree with Challis below: AA | RF is important to our
little segment as an icon of the dot bomb era, but really just a tiny
piece of the aQuantive media and advertising conglomerate, and is
basically just another internet services company at this point

i think it lost it's sparkle at the same time they all did - 2001

which isnt to say they arent doing great work now, and arent staffed
by a great bunch of smart peeps

they are.

but that is FAR from the reason MS bought their parent co.

this is about ad buys and ad networks, not agency creatives

jd

--

Jeffrey D. Gimzek
Digital Experience Designer

www.jdgimzek.com
thundercougarfalconbird.blogspot.com

On May 18, 2007, at 9:06 PM, erpdesigner wrote:

> I would not be surprised if Razorfish is spun off or sold. It
> seems to be that Razorfish serves a lot of competitors of
> Microsoft, and that the business for razorfish might suffer because
> companies might not be willing to share their technologies or
> secrets with a consulting company that is aligned with Microsoft.
> Just my two cents.
>
> -wendy
>
> From: Challis Hodge <challis at experiencepeople.com>
>
> My take is that MSFT bought aQuntaive in response to the the other
> acquisitions announced this week. The cash offer was clearly
> designed to
> close the deal without any question or debate. I can't imagine MSFT
> cares
> much about the AARF piece of the acquisition. Any bidders?
>
> -c
>
> On 5/18/07, Nancy Broden <nancy.broden at gmail.com> wrote:
>>
>> My experience is of Razorfish SF from 2002 - 2005. I survived the
>> acquisition by SBI and the subsequent acquisition by Avenue A
>> (aQuantive). IMHO Razorfish wasn't the same after SBI, and definitely
>> not after Avenue A. My friends and colleagues who stuck it through
>> the "dark years" feel that it is a good place to work now, but I
>> seriously doubt it feels like the old Razorfish.
>>
>> - Nancy
>>
>> nancy.broden at gmail.com
>>
>> On May 18, 2007, at 4:22 PM, Dave wrote:
>>
>>> I'd love to hear people's thoughts, especially from the fishies
>>> among
>>> us about this deal.
>>> I was speaking w/ a microsofty today about this and he is convinced
>>> this is the new beginning of advertising. My take on it was more
>>> personal. Razorfish has been a major organ (can't quite say it is
>>> the
>>> heart) of the NYC/Silicon Alley UX scene for close to 10 years if
>>> not
>>> 10 years. It is hard to imagine that this organization is falling
>>> under
>>> the umbrella of Microsoft. Will it still maintain it's brand? And
>>> worse, will it still keep its NYC edge and connections? Will the
>>> type
>>> of people who decide to become Razorfish employees stay at a company
>>> like MS? What will this do to the NYC UX market and community?
>>>
>>> Anyway, I find this very interesting.

19 May 2007 - 1:54am
cfmdesigns
2004

On May 18, 2007, at 4:22 PM, Dave wrote:

> I'd love to hear people's thoughts, especially from the fishies among
> us about this deal.

My reaction was "They bought who? 2600 employees and based in
Seattle, but I've never heard of them? Who?" (The radio news
stories didn't mention Avenue A/Razorfish.)

Followed by thoughts of "I wonder how this connects to the rumor/non-
rumor of Microsoft trying to buy Yahoo! last week."

Looks to me like a desperation attempt to counter Google/DoubleClick.

-- Jim

19 May 2007 - 8:49am
Mark Schraad
2006

It most likely accelerates the process.

On May 19, 2007, at 2:54 AM, Jim Drew wrote:

> Followed by thoughts of "I wonder how this connects to the rumor/non-
> rumor of Microsoft trying to buy Yahoo! last week."

19 May 2007 - 6:16pm
Chris Bernard
2007

So, we've publically stated that we want to keep all the businesses in the acquisition intact. More design DNA is sorely needed in Microsoft and in many ways the businesses that have been acquired are complimentary to Microsoft.

Culture is going to be a challenge but MS has some pretty long term and deep relationships with AA|RF. This varies from office to office but if you're AA|RF you might have got a bit of a bump if you were holding some stock options or just stock and our health benefits are top notch.

I have no inside knowledge on this (and of course if I did I wouldn't be able to share it here) but if I was a betting man I would suspect you're going to see AA|RF get to operate with the same autonomy it does now. The integration will really be on the ad network side and capabilities of the Atlas and Drive PM business units.

I blogged a bit about this in more detail if folks want to explore this further.

http://chrisbernard.blogs.com/design_thinking_digest/2007/05/microsoft_and_a.html

Chris Bernard
Microsoft
User Experience Evangelist
chris.bernard at microsoft.com
312.925.4095

Blog: www.designthinkingdigest.com
Design: www.microsoft.com/design
Tools: www.microsoft.com/expression

"The future is already here. It's just not evenly distributed." William Gibson

-----Original Message-----
From: discuss-bounces at lists.interactiondesigners.com [mailto:discuss-bounces at lists.interactiondesigners.com] On Behalf Of Challis Hodge
Sent: Friday, May 18, 2007 9:41 PM
To: discuss at ixda.org
Subject: Re: [IxDA Discuss] Microsoft Pays $6B for Online Ad Company

My take is that MSFT bought aQuntaive in response to the the other
acquisitions announced this week. The cash offer was clearly designed to
close the deal without any question or debate. I can't imagine MSFT cares
much about the AARF piece of the acquisition. Any bidders?

-c

On 5/18/07, Nancy Broden <nancy.broden at gmail.com> wrote:
>
> My experience is of Razorfish SF from 2002 - 2005. I survived the
> acquisition by SBI and the subsequent acquisition by Avenue A
> (aQuantive). IMHO Razorfish wasn't the same after SBI, and definitely
> not after Avenue A. My friends and colleagues who stuck it through
> the "dark years" feel that it is a good place to work now, but I
> seriously doubt it feels like the old Razorfish.
>
> - Nancy
>
> nancy.broden at gmail.com
>
> On May 18, 2007, at 4:22 PM, Dave wrote:
>
> > I'd love to hear people's thoughts, especially from the fishies among
> > us about this deal.
> > I was speaking w/ a microsofty today about this and he is convinced
> > this is the new beginning of advertising. My take on it was more
> > personal. Razorfish has been a major organ (can't quite say it is the
> > heart) of the NYC/Silicon Alley UX scene for close to 10 years if not
> > 10 years. It is hard to imagine that this organization is falling
> > under
> > the umbrella of Microsoft. Will it still maintain it's brand? And
> > worse, will it still keep its NYC edge and connections? Will the type
> > of people who decide to become Razorfish employees stay at a company
> > like MS? What will this do to the NYC UX market and community?
> >
> > Anyway, I find this very interesting.
> >
> > - dave
> ________________________________________________________________
> Welcome to the Interaction Design Association (IxDA)!
> To post to this list ....... discuss at ixda.org
> List Guidelines ............ http://listguide.ixda.org/
> List Help .................. http://listhelp.ixda.org/
> (Un)Subscription Options ... http://subscription-options.ixda.org/
> Announcements List ......... http://subscribe-announce.ixda.org/
> Questions .................. lists at ixda.org
> Home ....................... http://ixda.org/
> Resource Library ........... http://resources.ixda.org
>

--
+++
________________________________________________________________
Welcome to the Interaction Design Association (IxDA)!
To post to this list ....... discuss at ixda.org
List Guidelines ............ http://listguide.ixda.org/
List Help .................. http://listhelp.ixda.org/
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