The House Partnership Network Adds Lenovo EMEA Work | Adweek The House Partnership Network Adds Lenovo EMEA Work | Adweek
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The House Adds Lenovo EMEA Work

Previously handled by Saatchi

Photo: Getty Images

The House Worldwide has announced its second piece of new business this month with the addition of Lenovo. The tech manufacturer said The House's network of communications partners will handle creative responsibilities in its Europe, Middle East and Africa region.

On Feb. 6, The House—which was launched a year ago by former Publicis global COO Richard Pinder—said it would share worldwide responsibilities on Levi’s with Draftfcb. 

With Lenovo’s EMEA business, The House replaces Saatchi & Saatchi. However that agency's New York office continues to work for Lenovo elsewhere.

Pinder has known Lenovo chief marketing officer David Roman and EMEA vp of marketing Jan Huckfeldt since the two were executives at Hewlett-Packard, a client of Publicis. The House has worked on Lenovo projects since September, handling the brand’s flagship Yoga product line, which includes PCs and Android tablets.

Spending estimates in the EMEA region, before Lenovo’s newly-announced acquisition of Motorola, have been around $50 million.

Lenovo EMEA marketing vp Huckfeldt said:  “Our brand is well known in many countries around the world but we still have a way to go to achieve the brand recognition and consideration in EMEA and in particular with the key net-gen market. We are at an exciting time as a company as we move our business from just PCs to tablets and smartphones.”

The House is a network of independent communications partners which Pinder and his partners have called upon to work for Maserati, haircare brand ghd and Champagne Laurent-Perrier in the U.K. Associates of the company in Germany and France have been involved in Lenovo work to date but that group of partners is expected to increase.

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