Sorrell talks about why Enfatico didn't work

Martin Sorrell, CEO of The WPP Group, spoke with ForbesIndia, specifically talking about why Enfatico didn't work and how he still thinks it's a...

Martin Sorrell, CEO of The WPP Group, spoke with ForbesIndia, specifically talking about why Enfatico didn't work and how he still thinks it's a successful model for companies like Dell.

He told the magazine: "The people that took it over after the two prime movers left (Dell's CMO Mark Jarvis and VP of global marketing Casey Jones] ... didn’t see the need so sharply to tailor something so individually. They wanted Enfatico to feed off other group resources in a more intense way. So it is part of Y&R Brands, instead of being an isolated brand inside WPP. It probably uses other group resources more aggressively than what was originally intentioned or what people thought was necessary."

WPP announcedin April that it was folding Enfatico back into the Y&R Brands.

Sorrell also noted that clients are now focused on effectiveness and how they can do more with less.

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