Breaking News: Enfatico to be ‘aligned’ to Y&R

The Dell-WPP owned entity Enfatico, set up to service all Dell’s communication needs worldwide, will now be ‘aligned’ to Y&R and become a standalone brand within the Y&R fold.

As Enfatico did not set up shop in India where it addressed its needs through Bates, it is unclear what the implications are for Rediffusion Y&R.
Enfatico chief communications officer Kelly McGinnis told Campaign India’s sister title PRWeek that 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 “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.”

Watch this space for updates.