Avenue A/Razorfish, Microsoft's digital advertising and services agency, is set to announce plans to broaden its image, launching a new media and entertainment consulting practice, banking on business from traditional media companies, Reuters reported.

Domenic Venuto, leader of the media and entertainment practice, said an economic slowdown that has caused companies to cut advertising spending may work in his favour, Reuters reported Thursday.

“As the pressure increases on traditional media companies, it's a great opportunity for us,” Venuto said, according to Reuters. “We definitely have a very strong point of view of how to shore up your traditional business, but also expand online. We've shown success, increasing page views and driving traffic.”

About 200 staffers based in New York, Los Angeles, San Francisco as well as smaller groups in Germany, the United Kingdom and Australia will participate in the practice. Venuto refused to talk about revenue targets for the group, Reuters reported.

Avenue A/Razorfish has recently worked for Time Warner's CNN, Conde Nast and The New York Times. It has between 15 and 20 clients, according to Reuters.

To formalise the entertainment and media practice, the company has recently rolled out the consultancy to companies in the United States and abroad, including Brazil-based Terra Networks, HT Media in India and The Financial Times in the United Kingdom.