Digital agency Amnesia Razorfish changes name to Razorfish Australia to reflect new global focus

Australian full-service digital agency Amnesia Razorfish has announced a name change to Razorfish Australia to better reflect its global focus and capabilities.

Doug Chapman (left), Razorfish Australia managing director said the change was an evolutionary move to recognise the global shift already underway with the work the agency undertakes.

Says Chapman: “We are part of one of the largest interactive marketing and technology companies in the world, Razorfish, and have been actively developing our creative skills and innovative capabilities here in Australia to ensure our clients benefit from world-class thinking.

“We’ve achieved significant growth, become a centre of excellence for the region and shared skills from the global network with clients here, which is really valuable.”

Says Pete Stein, Razorfish Global CEO: “More and more our leading-edge global capabilities in technology, media and creativity are making a significant difference for clients in their own markets, so it’s great to formally recognise the shift in the Australian market.”

Razorfish global chief technology officer Ray Velez (left) was in Australia this week to help announce the name change and launch a new book he has co-authored, Converge: Transforming Business at the Intersection of Marketing and Technology.

Velez said the Razorfish network has been working together more closely than ever before to deliver both local and global solutions for clients.

Says Valez: “Technology and creativity know no boundaries, which makes for fertile ground when you can bring together the best minds from both disciplines to create transformational digital experiences.”

Razorfish Australia has recently secured high profile, international appointments, including former R/GA New York creative director Christian Behrendt as executive creative director, and formerly UK-based social media expert Johnny Stark as social media director.

Razorfish Australia, particularly the Sydney office, is fast becoming the innovation centre of around emerging experiences and digital media for Asia Pacific.