WPP unveils Enfatico

Asia Pacific - WPP has settled on a name for its Project Da Vinci, the advertising agency launched after winning Dell, naming the new global network Enfatico.

Enfatico consolidates Dell's worldwide marketing services, previously handled by more than 800 firms, into a single, wholly integrated global agency.

To date, Enfatico has hired some 600 employees across 13 cities including Beijing, Tokyo, Singapore, Sydney, London and many cities across the US.

Torrence Boone, former president of Digitas Boston, will lead the agency as CEO and in Asia Bates CEO Digby Richards will take a leadership role.

Simon Jorth, former regional business director on Dell at Euro RSCG, will run operations for Enfatico out of Singapore and Steve Bale, former head of Nokia's global emerging markets at Bates Beijing, will lead the company's consumer unit.

Ken Segall, Enfatico's global chief creative officer, is said to have driven the naming process from within the agency.

WPP said in musical notation, Enfatico means play each note "with emphasis" or "emphatically".

"As a next generation agency with a diverse mix of marketing services and talent - all uniquely orchestrated to drive value for Dell and future clients - we believe Enfatico effectively captures what makes us distinct," Boone said in a WPP statement.