If, as Publicis Groupe has announced, it is paying $530 million to acquire digital agency Razorfish from Microsoft, it begs the question: why pay that much? Surely the digital sector has not escaped the economic downturn and wasn't Razorfish a strategic anomaly that Microsoft was eager to shed? Admittedly...
As predicted in New Media Agencies Financial Intelligence when Microsoft bought aQuantive for an extravagant $6 billion in 2007, it has not taken Bill Gates' corporation too long to conclude that the digital marketing component of the deal - Razorfish - is surplus to its strategic requirements. Indeed...
