Enfatico, which replaces the temporary Da Vinci title, was among several names being considered, including Synarchy. The agency's senior leadership ultimately selected Enfatico because in musical notations it means to play each note with emphasis and is intended to convey the orchestrated and integrated marketing efforts at the agency, according to a release.
Branding agency Landor played a role in clearing the name globally, but “Enfatico” was derived from the agency's senior team. Ken Segall, Enfatico's global chief creative officer, led the process internally, according to Peter Himler, a PR consultant working on Enfatico.
Last month, Enfatico filled its leadership team when WPP hired Torrence Boone as the first CEO for the integrated agency. Enfatico employs about 600 people across 13 cities. Its PR function, led by Kelly McGinnis, is based in San Francisco and will employ between 70 and 100 people worldwide.