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Rocket Fuel Builds Agency Relations Team to Partner with Agency Holding CompaniesREDWOOD CITY, Calif. --(Business Wire)-- Rocket Fuel (NASDAQ: FUEL), a leading provider of artificial intelligence (AI) advertising and marketing solutions for global agencies and brands, today announced the formation of its new Agency Relations team. The team will be responsible for sales initiatives that are additive and complementary to Rocket Fuel's transactional-media business, assisting in transforming the company's traditional media-vendor relationship into a media-partner role. 
Mike Racic, Rocket Fuel, Vice President of Category Strategy (Photo: Business Wire) Rocket Fuel has already achieved tremendous success by winning transactional business with agencies on a campaign-by-campaign basis. Now, by promoting structured agency partnerships at the executive and corporate levels, Rocket Fuel aims to grow its agency-oriented business. This will directly benefit both agencies and Rocket Fuel. Rocket Fuel's Agency Relations team will focus on building and maintaining upstream relationships across agency holding companies, their networks, and large agencies, giving media agencies a more active role in co-creating solutions that leverage Rocket Fuel technology to deliver real results to their advertising clients. By engaging these audiences, Rocket Fuel plans to capture untapped enterprise-level investments to drive media and technology revenues. The formation of the Agency Relations senior team includes Mike Racic, who will add this team to his current role of Vice President of Category Strategy. Reporting into him will be Senior Director, Jess Beldner and Vice Presidents Scott Shulman (http://rocketfuel.com/press_release/media-alert-rocket-fuel-taps-scott-shulman-as-vice-president-of-agency-relations-group) and Frank Minikash (http://rocketfuel.com/press_release/media-alert-frank-minishak-joins-rocket-fuel-as-vice-president-of-agency-relations-group), who will cultivate preferred-partnership agreements, joint-development work, and custom data integrations to help media partners. Racic has more than 18 years of digital and communications-planning experience. Most recently, Racic was Executive Vice President and Managing Partner of Planning at Universal McCann, a global media agency for some of the world's largest and most influential brands, including MasterCard (News - Alert), Johnson and Johnson, Chrysler, and Sony. During his more than seven years with Universal McCann, Racic led the company's U.S. media planning and integrated-planning efforts as well as its digital-communications initiatives. Prior to Universal McCann, Racic served as Vice President, Director of Digital Communications and Emerging Technology at Optimedia, a media agency specializing in integrated marketing-communications strategies. "With Mike Racic's agency executive background, he is the natural choice to develop a senior team designed to grow holding company and operating agency relationships at the highest levels" said Richard Frankel, Rocket Fuel's President. "The expanding breadth of Rocket Fuel's offerings across all forms of digital media, combined with advances in technology from internal efforts as well as our recent acquisition of [x+1], have dramatically increased what we can offer to partners . With our new Agency Relations team, we plan to continue to turn strong, persistent, open, and positive relationships with executives at the agency operating companies and agency holding company groups into new business opportunities for ourselves and our partners." "The creation of a highly seasoned and skilled Agency Relations group is a natural step in the evolution and maturation of Rocket Fuel," said Mike Racic, Vice President of Category Strategy at Rocket Fuel. "With the great team we have in place we are well positioned within the industry to help Rocket Fuel find true partnership opportunities within agencies where we can work closely with them to develop products and solutions that best serve their clients' needs. About Rocket Fuel Rocket Fuel delivers a leading programmatic media-buying platform at Big Data scale that harnesses the power of artificial intelligence (AI) to improve marketing ROI in digital media across web, mobile, video, and social channels. Rocket Fuel powers digital advertising and marketing programs globally for customers in North America, Europe, and APAC. Customers trust Rocket Fuel's Advertising That Learns® platform to achieve brand and direct-response objectives in diverse industries from luxury cars to financial services to retail. Rocket Fuel currently operates in more than 20 offices worldwide and trades on the NASDAQ Global Select Market under the ticker symbol "FUEL." For more information, please visit http://www.rocketfuel.com or call 1-888-717-8873.
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