Razorfish is an interactive digital agency founded in 1995 just before the dotcom buzz. The agency does creative, strategy, analytics, web development, media, user experience... and even more. Based out of Seattle, Razorfish has about 2500 employees worldwide, 1600 of which are in the US and of those, 370 in New York alone. At the New York office, automotive and financial services are dealt with the most, but they also work with companies like Uniqlo and Staples.
On Wednesday, we had representatives of Media, Strategy, Search, and Ad Operations. Media is all about the business side of advertising, numbers and planning. Media planning is about getting the right message to the right person at the right time. In order to do that, you have to know everything about the digital landscape and everything about your consumer. The more you know about your consumer, the more you know about the company you're working for. You also have to make sure you know everything about your competition. The strategy department is all about making lists.
1. Vision and plan forward-Make sure you're going in the right direction.
2. A way to achieve a goal-Make sure you're selling the product
3. Balancing Real world needs and challenges-Time/money/complexity
The four-step process for Strategy
1. Frame the problem
2. Help define a vision-Be more competitive than your competitors
3. Quantify an Opportunity-Do this with finance and marketing
4. Prioritize efforts
Then you should be good to go.
For Search, I'll start you out with some statistics. There are Approximately 16+ billion searches any given month. Google gets 96% of money though advertising. The goal of search is to see what people want in real time. Search is like a social barometer, highlighting popular trends and cultural movements. The goal for Razorfish with search is to have their clients always be at the top for search. Ad Operations is like the IT department for advertising. They help make the blueprint for of the website before it goes live. They get to see the whole process.
If any juniors are interested in internship opportunities, go to razorfish.com.