Microsoft puts Razorfish up for sale
By Tim Bradshaw in Cannes and Richard Waters in San Francisco
Published: June 28 2009 23:33 | Last updated: June 28 2009 23:33
Microsoft has appointed Morgan Stanley to find a potential buyer for Razorfish, its digital agency.
Publicis, the French marketing company that says it is planning more acquisitions in online advertising, is thought to be a possible bidder.
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Microsoft acquired the agency, formerly called Avenue A Razorfish, as part of its $6bn takeover of aQuantive in 2007.
One analyst valued Razorfish at $600m-$700m, based on sales of about $400m last year and profit margins for similar businesses of 12-13 per cent.
The analyst said: “Much more than that would be overpayingâ€, adding that even in digital marketing, valuations had fallen since last year, when Advertising Age trade magazine reported a valuation of $800m
In August, two years after the aQuantive deal, more favourable tax implications will provide an opportunity for Microsoft to sell an asset some view as a conflict of interest with Microsoft Advertising, which sells technology to rival agencies.
Microsoft declined to comment.
Razorfish, which has headquarters in Seattle, is one of the largest digital agencies, with 2,000 employees. Clients include Audi, Nike and Kraft.
Maurice Lévy, Publicis chief executive, said funds from a refinancing this month could be used for acquisitions, particularly in digital and emerging markets, which are performing better than traditional advertising in the US and Europe.
“There are some opportunities†for acquisitions, he said.
“Obviously if we can take advantage of the current situation to be ready to take these things, it’s good.â€
Publicis had previously said that its issuance of €719m ($1bn) in convertible bonds was related to a refinancing due in 2012.
Mr Lévy said there was currently a “window where it looks like it is relatively easy to raise money†even if there was no “immediate needâ€.
He did not name potential targets and declined to comment on whether he would be interested in acquiring Razorfish.
But one analyst, who asked not to be named, said: “Publicis would be willing to look at everything. It has the best balance sheet and the most to do.†Razorfish is “the more likely nameâ€.
Publicis and Microsoft Advertising on Friday announced a broad strategic agreement, including Publicis’s VivaKi unit using Microsoft technology to place targeted advertising on television set-top boxes.
Other agency groups, such as Omnicom and WPP, which are facing the same structural shift of marketing budgets into digital, could also be interested in Razorfish.
Microsoft confirmed on Wednesday that it is planning to open its first stores this fall, with at least some of the locations likely to be right near an Apple store.
"As we progress on our retail strategy there will be scenarios where we have stores in proximity to Apple," a representative told CNET News. "We are on track to open stores in the fall time frame."
The fall timing is not surprising. One would assume Microsoft would want to have the stores open in time for Windows 7's October 22 retail launch and for the holiday selling season.
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