Razorfish’s Return; Squarespace Back in the Super Bowl: Wednesday’s First Things First

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Welcome to First Things First, Adweek’s new daily resource for marketers. We’ll be publishing the content to First Things First on Adweek.com each morning (like this post), but if you prefer that it come straight to your inbox, you can sign up for the email here.

Exclusive: Publicis Groupe Is Reviving Razorfish

Less than a year after retiring the name, Publicis Groupe is bringing Razorfish back as its digital marketing agency, to be led by Josh Campo.

A quick recap: Founded in 1995, Razorfish was acquired by Publicis Groupe from Microsoft in 2009 for an estimated $530 million. A little over three years ago, Publicis merged Razorfish with fellow digital network Sapient Nitro to create SapientRazorfish. Publicis then folded SapientRazorfish into Publicis Sapient, one of the holding company’s four “solutions hubs,” which includes Sapient Consulting. Last February, Nigel Vaz arrived as Publicis Sapient CEO amid a rebranding that officially brought an end to the Razorfish name. Razorfish’s services continued to be offered without a formal name distinguishing it over the following year. And now, it’s back.

Campo described bringing back the Razorfish name as “bringing the focus of Razorfish and the impact of marketing transformation back into the light and a bit closer to some of the communications work and agencies that we have” as well as addressing “a gap we see in the market” while providing “a comprehensive view of the customer journey.”

Read more: The decision to reintroduce the Razorfish name now is partially connected to the rising importance of data to Publicis Groupe’s offering, explained Publicis Communications East CEO Jem Ripley.

Squarespace Will Make Its Super Bowl Comeback With Sixth Big Game Ad

The New York-based company, an all-in-one solutions platform for website building and hosting, is running a 30-second spot between the first and second quarters of the game. Following its Super Bowl debut in 2014, Squarespace was a regular Big Game advertiser until taking a timeout last year. Both the company’s in-game ads and general campaigns have typically relied on star power, featuring familiar faces like Keanu Reeves, Jeff Bridges, Idris Elba, John Malkovich, comedy duo Key & Peele and Oscar the Grouch. This year’s ad was developed and executed in-house, and full details will be shared later this month.

Read more: The company’s 2017 ad starring Malkovich won an Emmy Award for Outstanding Commercial.

Google Chrome Will Phase Out Third-Party Cookies by 2022

In a move that many in the ad world have been fearing for the past year, Google announced yesterday that it will be phasing out support for third-party cookies in its popular web browser, Chrome. The tech giant laid out a two-year timeline for the transition, which comes in response to increasing pressure to shore up privacy standards across its online advertising platforms and freely available web tools. The initiative, which Google calls Privacy Sandbox and was first announced in August, will affect more than half of all web users. It will likely be welcomed by consumer-privacy advocates.

Justin Schuh, director of Chrome engineering at Google, confirmed the timeline in yesterday’s statement, vowing that Google will seek “privacy-preserving and open-standard mechanisms” that will maintain “an ad-supported web.”

Read more: Some observers are calling this the beginning of a new era for online marketing that will challenge a lot of companies, especially in the short term.

Post-NBA, Dwyane Wade Begins His Marketing Era as Chief Culture Officer for CAA Sports

Although NBA legend Dwyane Wade retired in 2019, there’s little downtime in his future. The 13-time All-Star is launching a new company with powerhouse talent agency CAA to help marketers connect with diverse audiences. “Work doesn’t stop when the ball stops bouncing,” he said. “I want to do everything, and I would, if I could, clone myself. With CAA, I want to add value to this conglomerate. I don’t just want to be part of something—I want to leave an imprint.”

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