MAM
Razorfish launches Co-Lab to co-create products
MUMBAI: Razorfish, Publicis Groupe’s digital and technology agency, has launched Razorfish Co-Lab, a new property that will co-create products with media and platform partners on behalf of its clients.
The co-created products will intersect media, creative and technology aspects and will include operations, branded utility, platform ad experiences and campaign innovation.
Razorfish’s Margaret Czeisler has been appointed to oversee and drive partnership opportunities for Co-Lab and will report to Jeff Lanctot, the agency’s chief media officer.
Razorfish global CEO Bob Lord said, “We’ve long worked closely with our clients on next-generation storytelling through APIs, product manufacturing and evolutionary innovation. After experiencing such exponential growth in these areas, we realized we needed to formalize a transferable, scalable process that could span the varying nature of these opportunities, and this required the soup-to-nuts dedication of an entire practice as well as focused partnerships with key technology platform providers.”
Razorfish has prior experience in co-developing products for clients when it facilitated collaboration between a major airline and the Windows 8 platform. Additional partners include Facebook, LinkedIn, Twitter and Foursquare, among others.
Microsoft Advertising Yarn general manager Stephen Kim said, “We were thrilled to bring on Razorfish so early and work together in a co-ideation process to imagine what might be possible for in-app advertising on Windows 8. The concepts and thinking that Razorfish demonstrated is just the beginning of what is possible when we combine creativity and technology on Windows 8.”
LinkedIn global head of agency relationships Jon Williams said, “We’re thrilled to be a beta partner for Co-Lab. We are working together to help key clients understand how to really leverage the power of the LinkedIn professional graph. It makes sense for us to partner where we can scale innovative ideas across a broad portfolio of clients. Razorfish can provide access to creative expertise and a definitive process.”
“Given the tight alignment between media, creative and technology at Razorfish, we‘re an agency that is uniquely qualified to co-develop new products with our partners,” said Lord. “As the lines between these functions continue to converge, we’re thrilled to offer a concentrated team who can expedite and lead this process. While we will of course continue to buy standard ad offerings from our partners, we think Co-Lab provides a chance to create products that really stand out for our client‘s customers.”
Brands
SPNI promotes Tavishi Budhiraja to vice president for HR and DEI
Longtime HR leader steps up to drive revenue teams and inclusion agenda
GURUGRAM: Sony Pictures Networks India has elevated Tavishi Budhiraja to vice president, HR business partner for revenue functions and diversity and inclusion, strengthening its people leadership across key business verticals.
In her expanded role, Budhiraja will oversee HR strategy for revenue-facing teams including ad sales across linear and digital, distribution and international business, while continuing to lead the company’s diversity and inclusion initiatives.
Budhiraja has been with the network for over 15 years, rising through the ranks from HR business partner for ad sales to assistant vice president, where she also took on the diversity and inclusion mandate. Her elevation reflects both continuity and a sharper focus on aligning people strategy with business growth.
Prior to joining SPNI, she worked with Reliance Communications as deputy manager, gaining early experience in human resources.
Announcing the move, Budhiraja said she looks forward to deepening impact and strengthening people strategies across teams, while continuing to grow within the organisation.
The promotion comes as media companies increasingly invest in talent and workplace culture to support evolving revenue models and digital expansion, making HR leadership a critical lever for long-term growth.
