News

Razorfish moves Jonny Stark from Sydney to Hong Kong in APAC real-time marketing play

Stark

Stark

Publicis Groupe digital agency Razorfish is positioning itself as a force in real-time communication in the region with the move of Jonny Stark from Sydney to Hong Kong as SVP, APAC, head of brand and real time marketing.

The shift is part of the agency’s newly appointed chief growth and transformation officer Vincent Digonnet‘s ambition to build the agency’s capabilities in consulting, systems integration and e-commerce, with hubs in Hong Kong, Australia and China, respectively.

Stark told Mumbrella that his move was as much about transforming the way Razorfish operates as an agency as it is the advice it gives clients on real-time marketing.

“This is less about running marketing activity for clients in real time than about a philosophical change within Razorfish,” he said.

“We’ve been around for 20 years. We started out making websites and building ad serving platforms as a tech agency. We’ve been through a number re-inventions, and we’re trying to be on forefront of what’s happening. We’ve done real-time marketing activations for our clients, but we want to bring the concept into the core of our business. We need to practice what we preach,” he said.

Stark, who used to be a journalist as well as a PR practitioner, said that agencies now need to behave more like publishers if they are to keep up with the pace of the world in which consumers are now living.

“How can you be creative in real time? Traditional agencies are really struggling with that,” he said.

“We’ve got to run a bit faster. Marketing is now not about creating campaigns, it’s about always being on – and the creative element is the hardest bit.”

Digonnet commented: “Razorfish has been a pioneer in the real-time marketing space, with work for the likes of Nike and Mercedes Benz helping those businesses embrace brand building in the digital age. Jonny’s background and unique ability to mesh content, media, strategy and technology makes him particularly suited to lead this capability in the region and build on the strong foundations already established.”

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing