WPP Names Dell Shop ‘Enfatico’

NEW YORK WPP Group today revealed its permanent name for the new agency it launched to handle Dell’s global marketing services account: Enfatico, a musical term that means to play emphatically or with emphasis.

Previously, the shop and its development process were known as Project DaVinci.

Last month, WPP named Digitas Boston president Torrence Boone to run the unit as worldwide CEO. The New York-based agency employs some 600 staffers in 13 cities, including four in the U.S.

“As a next generation agency with a diverse mix of marketing services and talent — all uniquely orchestrated to drive value for Dell and future clients — we believe Enfatico effectively captures what makes us distinct,” said Boone, in a statement.

The agency used sister shop Landor Associates to help select the name, with chief creative officer Ken Segall overseeing the process. Synarchy was another name that WPP had considered. WPP won the Dell account — with annual revenue estimated at $100 million — in December, after a review. The other finalist was a team from Interpublic Group.

Eventually, the agency intends to pursue other clients, with the blessing of Dell vice president of global marketing Casey Jones, the central figure in last year’s review. For now, however, the focus is on the computer maker, which is based in Round Rock, Texas.