Razorfish has signed a global deal to integrate Adobe’s Marketing Cloud technology into its existing Fluent product its CEO says will “shake up the agency model".

The cooperative agreement will see the global digital network, known locally as Amnesia Razorfish, create integrated tools for the suite of products.

It comes the day before Adobe officially kicks off its Summit Conference in Salt Lake City, where the company is expected to unveil a range of new products for the marketing cloud.

DigitasLBi agency network is also included in the agreement.

Razorfish CEO Bob Lord (pictured) said: “Expanding our affiliation with Adobe puts us in the best position to keep pace with continuously shifting market demands, and brings our clients the best digital marketing technology and services available.

“Adobe’s leadership in digital marketing combined with our shared commitment to developing groundbreaking, cloud-based marketing products and services, make this a winning partnership.

‘We’re excited to shake up the agency model and provide a portfolio of proficiencies to benefit our mutual customers.”