The purchase of Razorfish by Publicis has not impacted the U.S. digital agency's plans to expand in Latin America. Razorfish announced that Jose Martinez has been appointed managing director, Latin America. Martinez, based in New York City, will lead Razorfish’s expansion into the region, starting in Brazil, where Razorfish has a client relationship with Terra Networks, the largest internet portal in Latin America. Razorfish is committed to establishing a presence in Brazil by 2010. Martinez joined Razorfish in 2000 and previously ran the New York Client Engagement group.
Dave Friedman, president of the Americas region, said, “These appointments will make Razorfish a more valuable agency to our clients at the national and international levels. We are expanding a team that will help Razorfish build brand experiences for our clients. I’m also pleased that we’ve found great talent from inside Razorfish for these roles.”
Friedman indicated that the Americas executives will help him deliver on a number of growth imperatives such as making client work more innovative and developing and connecting Razorfish employees more effectively. The executive team will also implement the roll-out of offerings that improve clients’ businesses by creating and measuring brand experiences. Those offerings include business intelligence, specialty vertical market expertise and Social Influence Marketing.