WPP folds Enfatico into Y&R brands

SAN FRANCISCO: WPP is folding Enfatico into its Young & Rubicam family of brands. Enfatico, WPP's global marketing firm built to service Dell as its first client, will join Cohn & Wolfe and Burson-Marsteller under the new umbrella.

SAN FRANCISCO: WPP is folding Enfatico into its Young & Rubicam family of brands. Enfatico, WPP's global marketing firm built to service Dell as its first client, will join PR agencies Cohn & Wolfe and Burson-Marsteller under the Y&R umbrella, in addition to advertising, digital, and branding firms. The story was first reported in the Wall Street Journal.

Enfatico chief communications officer Kelly McGinnis told PRWeek the move fits with Enfatico's business objectives because the firm has progressed beyond startup mode, yet has not been able to expand its resources due to the economy. She declined to state whether the move was part of Enfatico's original roadmap. David Frink, a spokesman for Dell, could not immediately be reached for comment.

McGinnis also provided a statement from Enfatico that called the decision to “a strategic decision” that “responds to the current economic environment by allowing Enfatico to tap Y&R's available resources for Dell and other clients. Enfatico remains a standalone brand alongside Y&R's other companies including Y&R Advertising, Wunderman, Burson-Marsteller, Landor and others. Dell and WPP have reinforced their commitment to the Enfatico model of integration across marketing disciplines.”

In February Enfatico laid off 8% of its staff in response to economic pressures.

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