Tumblr is one of a handful of social networks that advertising agency Razorfish is tracking.

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The cultural and linguistic differences with Japan necessitate a partnership, figured Jean-Philippe Maheu, Razorfish's chief operating officer.

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Paul Gelb, a Razorfish vice president, said he has been impressed with Tumblr's large user base and creativity.

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Microsoft 's ( MSFT - news - people ) digital advertising agency Razorfish as part of a five-year deal.

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This year, when Razorfish wanted to crack the Japanese market, it formed a joint venture with Intervision, a Tokyo ad agency that does most of its business for Sony.

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That has big implications for advertising as an educational tool and as a sales channel, says Jeremy Lockhorn, director of emerging media at digital agency Razorfish, a unit of Publicis Group.

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In 1998, looking to turn itself into a global firm, Razorfish, based in Manhattan, quickly established an overseas presence ( see story )--six foreign offices--by acquiring web development shops in Britain and Sweden.

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"We are absolutely at the disposal of Facebook regarding these metrics, " says Chris Bowler, social media vice president at interactive ad agency Razorfish, which builds Facebook pages and freestanding websites for brands such as Axe and Carnival Cruise Lines.

FORBES: Read and comment on this article on Jon Bruner's blog.

On the panel are Rod Cope , CTO and Founder of OpenLogic, purveyors of cloud management and reporting tools, and Raymond Velez, Global CTO of Razorfish who builds, deploys and manages complex applications and marketing campaigns in the cloud.

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