Y&R Launches Practice to Help Technology and Business Brands Grow and Adapt

Joe Rivas will serve as president

Y&R Technology and Business President Joe Rivas
Y&R

Y&R announced the formation of a new practice catering to technology brands and related businesses after the network established a similar practice for Healthcare last autumn.

Joe Rivas will lead Y&R Technology and Business as president while continuing his responsibilities as WPP client leader for Dell, a role he has held for the past five years.

“Joe is a brilliant strategist,” Y&R global CEO David Sable said in a statement. “He understands the challenges of bringing complex ideas and products to life and how to build cross-disciplinary teams that help drive results. It’s always about finding the human insight and a people-first approach that creates powerful work.”

“Clients are looking for best practices, institutional learning and IT tools. With the crossover of brands in the tech and business space in terms of challenges they face, it just made sense [to establish a specialized practice]. It doesn’t make sense to operate in a silo. Clients want talent, people and thinking with experience in the sector,” Rivas told Adweek, adding that Y&R Technology and Business was a natural evolution and a “formalization and articulation of the way we already work.”

“This is not about a new model,” added Sable. “It’s a way for us to be more flexible with clients, more agile in providing them with solutions.”

The new practice will collaborate with teams across Y&R and WPP’s global networks to provide clients with business-to-business and business-to-consumer marketing solutions. While they are currently working with Y&R clients like Dell, Xerox and JP Morgan Chase, Rivas and Sable see plenty of room for growth moving forward.

“Lines are getting blurred between what’s tech and what’s not,” Sable told Adweek. “Amazon might be digital at its core, but it’s opening up [brick and mortar] stores. The notion of being able to service companies who start out in one area but are about connecting to people, that’s a big deal. It becomes more important as they expand.”

“What brand isn’t leveraging technology at its core? The number of new clients globally that will be tech based will only grow, can grow into many new sectors,” added Rivas. “Our hope is to evolve alongside clients bringing in technology … to make technical things simple and make them human.”