Lenovo hands APAC media duties to dentsu, Performics retains China

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Lenovo has appointed dentsu to manage media duties in Asia Pacific while Performics will retain the paid media business for Lenovo in China as well as the company's global eCommerce business. At the same time, Stagwell Agency's Assembly will support Lenovo for media duties across Europe, the Middle East, and Africa; North America; and Latin America. MediaSense handled the pitch.

The three agencies will work alongside Lenovo's global media strategy centre of excellence on global media strategy and planning as well as advertising operations. They will also take the lead on performance measurement. Finally, investment, analytics, media, and tech contracts will be handled directly by Lenovo’s in-house teams, with support from agency partners.

Lenovo's global media strategy centre of excellence is spearheaded by its in-house and agency partner teams, ensuring that the right internal and external resources are deployed in addressing each specific need.

Bringing together global talent, this group is tasked with managing all aspects of Lenovo’s paid media advertising operations via a digital-first, hybrid operating model, and will work with dentsu, Assembly, and Performics to achieve increased transparency in areas such as measurement, data and analytics; in-house/agency collaboration; and greater mobilisation of data to understand and enhance the customer decision journey.

According to Emily Ketchen, VP and CMO of intelligent devices group at Lenovo, dentsu and Assembly impressed the team with their vision, talent, and expertise in strong data and tech-driven capabilities - which will play a major role in strengthening Lenovo's new hybrid global marketing infrastructure.

Meanwhile, Alberto Spinelli, head of global media strategy and EMEA CMO at Lenovo, explained that the three agencies will complement the company's in-house expertise to help own and manage transparency over the entire media value chain. "We also look forward to collaborating with them to maximise our campaign performance, improve media planning and optimisation, and directly manage across paid media, tech, and data," he added.

The new appointments are part of a broader global marketing transformation vision that will accelerate Lenovo’s digital-first strategies, focus work around key centers of excellence, and continue advancing Lenovo’s global marketing effectiveness through an evolution of the media agency partnership model.

Gina Qiao, SVP and chief strategy and marketing officer at Lenovo, said as the tech and marketing industries undergo a profound transformation in an increasingly fragmented digital ecosystem, marketing needs to adapt and modernise as Lenovo navigates this new environment.

James Townsend, global CEO at Assembly and global CEO of Stagwell Media Network, said: "Together, alongside Lenovo’s global media strategy centre of excellence, we will work to accelerate and modernize Lenovo’s marketing capabilities through data, technology and a digitally led approach."

Michael McLaren, EVP, high-tech/B2B at dentsu and global CEO of Merkle B2B, added: "Lenovo’s hybrid in-house model is a data and technology solution with a rich first-party data set that we envision will pair perfectly well with our adtech capabilities. We are proud to be entrusted with Lenovo’s paid media business and look forward to working collaboratively with them on their marketing acceleration journey."

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