Dell's Davinci renames itself Enfatico

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WPP's Project Da Vinci, the global marketing services firm being built up for Dell Inc. has renamed itself Enfatico, based on the musical notation which means to play each note “with emphasis” or “emphatically.”

Enfatico consolidates Dell's worldwide marketing services, previously handled by more than 800 firms, into a single global agency. Enfatico currently has offices in New York, Miami, San Francisco and Austin, TX, as well as in London, Singapore, Beijing and Sao Paolo, Brazil. It has hired more than 500 employees in various office locations, including Chiat/Day Apple veteran Ken Segall as executive creative director and Torrence Boone as CEO of Project Da Vinci.

Casey Jones, VP of global marketing at Dell, initiated Da Vinci to combine creativity and business measurement after he joined the company last year and learned that the manufacturer was using 800 agencies for various creative services. He wanted to bring the entire external marketing communications function under one profit and loss statement.

In December 2007, Dell said it would invest $4.5 billion in billings in Project Da Vinci over the next three years.

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