Microsoft buys aQuantis
Microsoft paid $6billion last week for aQuantis, a company whose sections include Atals tags, used for tracking web behaviour, DrivePM, an advertising network and AvenueA/Razorfish, an interactive agency. There’s a further write up of the call at TechCrunch
I can see the benefits of the first 2, especially after MS has lost out in recent weeks to WPP for 24/7 and Google for Doubleclick, all of them advertising networks. The last one is interesting, an interactive creative and production agency is not something I would say fits immediately into the MS world. The quote from the release states:
The broader advertising ecosystem will benefit from the leading interactive advertising agency, Avenue A | Razorfish, continuing to serve its impressive client roster, while also embedding the voice of the marketer into Microsoft’s next generation advertising solutions and services.
which currently means very little. From an email list I’m on, it’s apparent that most people in the agency knew nothing about the purchase, but they have rapidly started the jokes, with a new logo developed, although this was not done on MSPaint.
Many agencies seem to be part of big conglomerates, so this may mean very little to the way the company works, but given the statement, it appears that MS do want to graft some marketing knowledge onto their teams. Afterall, this is what you get when they design iPod packaging ;-)
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