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	May 23, 2007 Microsoft Buys aQuantive: The Future Of Avenue A | Razorfish Is Unclear by Harley Manning with Bruce D. Temkin, Steven Geller	Average: 10  (3 ratings)

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Executive Summary

Microsoft's announced that it will acquire aQuantive, the parent company of Avenue A | Razorfish. It's clear that Microsoft wants the digital advertising tools and services of aQuantive's Atlas and DRIVEpm business units, but it's not clear that it wants the Web site design services that come as part of the deal. The likely result is that the Web site design part of the business will ultimately be spun off. Current clients of Avenue A | Razorfish should stay the course on work in progress but pay extra attention to training and documentation in case projects need to be passed off. Prospects should protect themselves by defining penalties for key staff members who leave a project and by breaking larger projects into smaller phases. What happens next? Recruiters will swoop in on Avenue A | Razorfish in the hopes of scooping up scarce talent, and suitors will surface in the hopes of acquiring a top-notch, newly spun-off firm.

This is an excerpt

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