By acquiring interactive agency Razorfish from Microsoft (NSDQ: MSFT), Publicis Groupe has now attained a goal outlined by CEO Maurice Levy shortly after the Paris-based ad holding company bought Digitas nearly three years ago: 25 percent of its revenues will now be digital. The $530 million deal also satisfies several other objectives, said to David Kenny, managing partner of Publicis’ digital hub VivaKi, which will house Razorfish. In an interview with paidContent, Kenny pointed to Razorfish’s technology as well as its extensive global reach as key reasons behind the merger.
– Revenue milestone: “The acquisition immediately gives us 25 percent of our revenues from digital and that’s a milestone among major ad firms,” Kenny said, alluding to the $350 million in revenues Razorfish claimed in the past year. The deal could be important for Publicis clients as well. The sale also comes with a five-year “Strategic Alliance Agreement,