DNA snapped up by US interactive marketing giant Avenue A/Razorfish

by Jennifer Whitehead, Brand Republic 06-Dec-05, 15:00

LONDON - DNA, the UK digital agency, has been acquired by the US interactive technology services firm Avenue A/Razorfish for £2.8m cash upfront, with further payment based on profit to follow.

The deal will see DNA retain its brand and operate as a subsidiary of Avenue A/Razorfish, the largest interactive marketing and technology firm in the US. It will retain its existing leadership team.

DNA was founded in 1996 and offers online media planning and buying, creative design, customer relationship management and analytics.

It is headed by joint managing directors Chris Perry and Neil Miller, and is privately owned. Last year, its turnover was £5.1m and it has more than 60 staff.

Clark Kokich, worldwide president of Avenue A/Razorfish, said: "DNA's distinctive service and local knowledge paired with our agency's scale and offerings will enhance the first-rate online marketing solutions we deliver to new and existing clients in both parts of the world."

Avenue A/Razorfish is part of the Seattle-based company aQuantive Inc. It offers services including creative, search marketing, email marketing and website design and building.

It marks a return of sorts to the UK for Razorfish. The internet consultancy, which was previously part owned by Omnicom, closed its UK operation in August 2001 with the loss of 50 jobs.

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