Executive Summary (This is a document excerpt)

One of the largest agencies in this evaluation, Avenue A | Razorfish provides a strong offering for interactive marketing services. The agency's strengths lie in its quantitative and qualitative audience research capabilities, measurement and analytics of standard campaign metrics, and broad experience with social media campaigns. However, given the impending need for clients to connect digital and traditional marketing efforts to sales and transactions, Avenue A | Razorfish's overwhelming focus on the digital space means that it's not yet equipped to lead overall brand strategy. We recommend Avenue A | Razorfish to larger companies that need digital marketing strategies that span online channels and are grounded in audience research.

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