Lenovo has chosen a dedicated unit of Publicis Media directed by Performics and Spark Foundry to handle all its global media strategy, planning and buying duties across the Americas, Asia Pacific and Europe, the Middle East and Africa following a review.
The bespoke client unit is called Lenovo One Media (highlighting Publicis Groupe’s Power of One agency model strategy) and will be overseen by Andre Marciano, who will serve as chief operating officer of the group. The unit will handle strategy, planning and execution for all traditional and digital media, as well as global reporting and tools for Lenovo’s Motorola and business-to-business and business-to-consumer brands.
A person familiar with the matter said that the Chinese tech giant consolidated all of its global media responsibilities with Publicis and previously employed various agencies worldwide from top holding companies and regional and local shops. Publicis Media itself retained the business of Motorola in the U.S. and Lenovo in India.
“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,” Matt Bereda, vice president of Lenovo marketing, said in a statement.
The person familiar with the matter did not know all of the other incumbent agencies or those involved in the review. A Lenovo spokesperson did not immediately respond to a followup request for comment.
Publicis-owned Digitas won Lenovo’s North America media planning, buying and analytics duties in 2013.
“Our mission is to be the premier growth driver for Lenovo across their B2C and B2B business units,” Performics U.S. CEO Scott Shamberg said in a statement. “We’re excited to be partnering with Lenovo to connect and integrate their performance media planning, buying and optimization across a large number of markets.”
Chris Boothe, Spark Foundry global brand president and U.S. CEO, added, “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.”
Ever since McDonald’s launched the all-Omnicom unit We Are Unlimited in 2016, the creation of dedicated agency units, like Lenovo One Media, has grown increasingly common in the industry.
Last month, Dunkin’ Donuts sent its media account to a Publicis Media dedicated unit comprised of Digitas and Blue 449. In March, Johnson & Johnson consolidated its agency work with two separate units from Omnicom and WPP. Procter & Gamble threw a curveball to the industry when it appointed a dedicated agency in April to handle its North America Fabric Care business that pulled talent from multiple holding companies.
Greg Paull, co-founder and principal at consultancy R3, estimated that Lenovo spends approximately $200 million on paid media around the world each year.