WPP (my employer) announced today that Enfatico, the agency it created with and for Dell would become a unit of Y&R. Clearly that was never the intention but it is the reality.
Given that schadenfreude is the last available form of amusement it’s probable that this outcome will please a lot of people and who would deny them that? It is worth mentioning, however, that both the client and WPP created Enfatico with the best possible intentions notably the customization of resource to fit a specific task recognizing that the world had changed a bit since most agency networks were conceived. This is not an unreasonable thought given that Michael Dell himself created his business through a fundamental change in supply chain processes.
Imagine for a moment that Enfatico’s first 18 months did not coincide with the worst economic calamity in 70 years but instead had commenced a few years previously in an environment that really supported investment and innovation; the outcome may have been different. Still things are what they are, the world changed and for sure the execution was not flawless.
In the end Enfatico has a new home, and it is to be hoped that the notion of customized resource, the ‘holding company dividend’, survives. Clients need focus like this.