Andy on Twitter

  • Publicis prioritizing investment is super smart. Nothing to be gained from investing in Cannes. Way over priced ,
  • Cannes this year is both shallow and disappointing. Some ok content but overly commercial and no CMO agenda ,
  • Shares in Cannes Lions' owner fall as Publicis pulls out and WPP voices doubts ,
  • All marketing arcs lead to membership. @Cannes_Lions,
  • Sharing = currency of communications. The system (social media) carries the currency and enables transactions . @Cannes_Lions,
  • Better never stops @Cannes_Lions,
  • Love the power of great brands + great artists + great institutions being drawn together by the artist ,
  • Yup ,
  • Unification of Unilever marketing org means better control over assets - less duplication/volume and more localization @Cannes_Lions,
  • Keith makes a fair point on reach - is about reaching those you haven't reached. @Cannes_Lions,
  • Creativity is last source of competitive advantage. Maybe... ,
  • Unstereotyped ads perform 25% better. a convenient number? but just the same a powerful point if even 5% better. @keithweed,
  • Brand safety and suitability go hand in hand. Some progress made but way to go. @keithweed,
  • Time to tackle the bots. Rip the ad fraud out. No such thing as cheap media. @Cannes_Lions,
  • Must count 100% of pixels as a view. Not 50% and not less. Need for 3rd party verification @Cannes_Lions,
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Project da vinci

Today we announced Project da Vinci which has at it’s core the selection of WPP to create a global marketing agency for Dell. 

This is one of the most exciting ventures I have been involved in – and one of the reasons I came to Dell.  Tomorrow we start on the journey of creating a next generation of marketing services firm that will set aside all the notions that plaque large and existing agency | client relationships.

We’ve got some great agencies working with us and we will explore ways of keeping it that way, albeit in a new operating construct.

One of the key drivers of this decision was the collapsing boundries between communications and other disciplines – especially online.  Year to date we have had nearly 100 million conversations with customers online – and it’s increasing.  How we ignite and contribute to these conversations is truly a multidisciplinary practice.  Managing it through multiple agencies was proving very difficult and bred considerable complexity.

I’ll share with you thoughts and learnings from the journey.

6 Responses

  1. By ST on December 4th, 2007 at 6:33 am

    I want a sexy tungsten-finish laptop with all the cutting edge jazz inbuilt: webcam, fingerprint authentication, Windows xp (not Vista, and at no extra cost), fastest dvd burner, four gig of memory, and a kickbutt 15 inch screen. Vaio seems to be the only one with the sleep looking model and a regular keyboard. Rest all of this is noise. Warm fuzzy brand or no brand, no one gives a fig anymore. I don’t see any marketing from Sony Vaio. But I love their stuff and recommend it like crazy to everyone I care about. Which is instructive, because about five years ago I was doing the same for Latitudes.

  2. By SpongeBob on December 4th, 2007 at 6:58 am

    I find this most intriguing: “We’ve got some great agencies working with us and we will explore ways of keeping it that way, albeit in a new operating construct.”

    Right. From the “call a spade a shovel and cross your fingers” school of thought? 🙂 Sounds like same old win in a new bottle to me.

  3. By Tom O’Brien on December 11th, 2007 at 1:59 pm

    Hi Andy:

    Nice blog. I have been saying that the Dell WPP deal is Agency 2.0 (well, it might be . . .)

    One group that owns the story, another that brings it to life, and a third who figures out how to *distribute* the story over the ever growing number of channels (TV, Print, Online, social media, etc.) And sitting over on the side is another group who measures the ROI of the whole venture – they help keep the whole thing on track by letting you know what works.

    Tom O’B
    http://www.motivequest.com

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