Lenovo, now the world’s number one PC company with a booming PC gaming business and also Motorola, has appointed Publicis Media to handle its global account.
Publicis is setting up bespoke unit Lenovo One Media formed from its Spark Foundry and Performics operations.
Lenovo VP of marketing Matt Bereda says; “We are excited to work with Publicis Media to consolidate our media activation efforts and leverage their best practices for driving more efficiency and effectiveness.”
It’s another good win for Steve King’s Publicis Media, which looked on the ropes in the US particularly a few years back. Presumably Lenovo One Media is part of Publicis’ ‘Power of One’ programme, bringing together its various brands in bespoke solutions for clients.
Publicis has a number of these across its various ‘solution hubs (Communications, Media, Publicis.Sapient and Healthcare),’ most recently new creative agency Emil, formed to handle Mercedes in most European markets and some outside.
On the face of it this looks very like Sir Martin Sorrell’s fabled ‘horizontality’ which also spawned a number of bespoke agencies in his time at WPP, the biggest of which is probably Ford’s Global Team Blue (GTB), currently reviewing.
It didn’t entirely work for WPP and Sorrell. Indeed the word horizontality is now banned at WPP although that may not be entirely for business reasons.
Maybe Publicis boss Arthur Sadoun and his gang are more ruthless about it. Sorrell was attached to the numerous agency brands he acquired over the years.