WPP will create a new global agency offering strategic and creative disciplines with a single P&L, taking a “solution” approach that Dell CMO Mark Jarvis describes as being “about the creative and science”.
In Asia-Pacific, sources point to BatesAsia as a likely suitor for the brand, although Sir Martin Sorrell, WPP CEO, declined to confirm the news, adding: “I would not jump to any conclusions”.
WPP has named Y&R North America CMO Mitch Caplan as acting CEO for the WPP Group transition team and Bob Berenson as chairman. The new agency is expected to have more than 1,000 staff across the marketing services by 1 March, 2008.
“We’ve been calling this ‘Project Da Vinci’ because we’ve been looking for the combination of artist and scientist — an agency that has both the creative horsepower and ability to measure the business impact of their work,” said Jarvis. “The agency will be charged with building shareholder value via programmes that are centered on creativity with a business purpose. We believe this is the first time a global client and agency have come together to redefine the agency on such a scale.”
The appointment, however, deals a major blow to Havas, which consolidated creative and media duties for Dell just seven months ago, following a pitch against DDB and OMD.
Casey Jones, VP of global marketing for Dell, told Media that one option had been for Dell to remain with Euro for the long-term and consolidate other relationships around agencies for other regions or segments.
“It is with significant regret, especially in the region, that we will part company with them,” said Jones. “We considered Euro carefully in the first round... It is my personal belief that we could have partnered successfully with Euro RSCG as well.”
