Adweek puts out critical report cards on 10 interactive advertising agencies, including the Avenue A | Razorfish unit of Seattle's aQuantive.
No agency gets higher than a B+, and Avenue A| R azorfish gets a B. With the highest annual revenue of any of the 10 -- $268 million -- the agency gets an A for numbers. But it got hit with a C+ in the creative and the emerging media categories. AdWeek called the unit's use of Web animation "uninspired" and said that its work on a Red Bull site fizzled.
"The marriage of metrics- and response-focused Avenue A and Web design rollup Razorfish has worked better than most imagined," the judges write. "The challenge for the agency will be making sure its disparate offerings do not lose out to more focused providers."