Razorfish announced the launch of operations in Brazil to help companies transform their businesses through digital media. As we reported (Interview with Razorfish's Joe Crump) last Summer, the agency is betting on the digital growth in Latin America. The agency has opened an office in Sao Paulo and named Fernando Tassinari general manager of Razorfish in Brazil.
Tassinari, who has more than two decades of experience in the marketing and advertising industry, reports to Jose Martinez, based in New York City and Sao Paulo – Managing Director of Razorfish in Latin America. Prior to joining Razorfish, Tassinari was most recently general manager of Real Media and before that, managing director of Modem Media Brazil. His experience also includes executive positions at Yahoo! Brazil and Euro RSCG “Razorfish is a new kind of agency,” Tassinari said.
“We are not in Brazil simply to create advertisements. We are here to help companies use digital for business transformation, such as inventing new products and services, or connecting brands to their consumers in completely new ways.” He added, “Brazil is the most underserved digital market in the world. Razorfish believes we can help innovative companies in Brazil put digital at the center of their businesses just as Brazilian consumers have adopted digital in their daily lives.”
The Sao Paulo office’s plan is to grow the operation to 25 employees by the end of the year, and will tap into the 2,000-person Razorfish network operating in nine countries worldwide. In Sao Paulo, Razorfish applies capabilities such as integrated digital strategy, user experience design and technology implementation in order to improve brands and create new digital products, all with a focus on measurement and optimization.
Joseph Crump, head of Strategy and Planning for Razorfish in Latin America and a speaker at Portada's upcoming Panregional Advertising and Media Summit on June 3 in Miami, indicated that Brazil is at a digital turning point. “By almost any measure, Brazilians are the most digital people on the planet,” Crump said. “With programs like the government’s new national broadband plan, digital access will become even deeper and broader. It’s time for companies and brands to begin weaning themselves off their old- fashioned dependence on television for connecting with their consumers."
Just this month, Razorfish has embarked on ground-breaking research into Classe C, the new digitally savvy middle class in Brazil, Mexico and Argentina.Co-sponsored by Terra, the study is designed to help Latin American brands better connect with the largest demographic group in the region. The research will be unveiled later in 2010. Jose Martinez said, “Brazil represents an enormous opportunity for Razorfish and our clients to meet the needs of the world’s most exciting market for digital. Brazil also represents the beginning of a new chapter for Razorfish. We intend to expand throughout Latin America as we prove ourselves to be the change catalyst for industry and corporate leaders across the region.”
Martinez added that Razorfish plans to open offices in Mexico and Argentina by mid-2011.