Holding Companies Fish In Microsoft’s Waters

According to The Wall Street Journal, Microsoft is entertaining competing bids for Razorfish, the digital ad firm it acquired and now wants to offload.

Publicis bid between $500 million and $600 million for Razorfish, and Dentsu made a higher offer, according to people familiar with the bidding. A key negotiating point has been the buyer’s commitment to purchase hundreds of millions of dollars in advertising on Microsoft’s digital properties, an issue being hammered out this week between Publicis and Microsoft.
Publicis, which owns agencies such as Leo Burnett and Saatchi & Saatchi, has said it wants digital advertising to account for 25% of its revenue by 2010, compared with 20.8% currently.

In related news, Razorfish are found in sandy beds and seagrass areas. They have squarish heads and they may bite. Razorfish are carnivorous and omnivorous, feeding on a mix of mollusks, brittle stars and crustaceans in the wild.
This is what they look like:
razorfish.jpg

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.