Lenovo has selected Publicis Media to handle its global media strategy, planning and buying through a dedicated client unit called Lenovo One Media. This will be directed by Performics and Spark Foundry.
The new solution will be responsible for media strategy, planning and execution and includes all forms of traditional and digital media as well as global reporting and tools for Lenovo’s B2B and B2C brands, and Motorola. Lenovo One Media will serve Lenovo globally across the Americas, EMEA and APAC.
Matt Bereda, VP of marketing at Lenovo, said, “We are excited to work with Publicis Media to consolidate our media activation efforts and leverage their best practices for driving more efficiency and effectiveness.”
Lenovo One Media will be overseen by Andre Marciano, who will serve as COO of Lenovo One Media. Scott Shamberg, Performics US CEO added, “Our mission is to be the premier growth driver for Lenovo across its B2C and B2B business units. We’re excited to be partnering with Lenovo to connect and integrate their performance media planning, buying and optimisation across a large number of markets.”
“We couldn’t be more thrilled to partner with Lenovo in harnessing the power of our innovative media strategies to drive continued growth for the brand across the globe,” said Chris Boothe, Spark Foundry Global band president and US CEO.
The shift comes shortly after the PC maker appointed Gina Qiao as CMO globally. Closer to home, Lenovo also saw a change of lead on its marketing team with Bhaskar Choudhuri appointed as its new APAC CMO. Choudhuri succeeds Nick Reynolds, who takes on the role of global head of marketing for digital, web and social media.
In June this year, the company also split its Singapore and Malaysia operations for its PC and Smart Devices unit, which has operated as a joint entity in the past year, but now operates separately to accelerate growth in both key markets.
This saw Lenovo Singapore being helmed by Eddie Ang, who will take over from Khoo Hung Chuan as country general manager. Meanwhile, Khoo Hung Chuan continues to lead Malaysia’s market.