Unless you’ve been asleep or in an alcoholic haze for the last couple of days, you are no doubt aware of the flaming demise of Enfatico… The WPP agency that was created by Sir Martin to handle all of Dell’s business world wide. This crash is an event I have been forecasting for months on AdScam, I even wrote about it in my new book, The Ubiquitous Persuaders.
As usual, Enfatico was launched with massive dollops of hoopla and hubris. They claimed they were inventing the “Agency of the Future.” But all they did was re-create the “Agency of the Past.” It was a classic Big Dumb Agency… And don’t give me all that sh*t about breaking down silos and walls and shortening lines of communication etc, etc. Every agency since the dawn of time has made that same claim.
Enfatico told everyone they were replacing the 850 agencies on Dell’s roster, which is a giant crock. When IBM put all its business in Ogilvy, IBM used 80 agencies world wide, and IBM is way bigger than Dell. So, at the end of the day, after sixteen months in business, Enfatico has produced a very average campaign for India and a Peter Arnell rip-off for the Adamo launch. Reminds me of “boo.com.” Instead of getting on with what they were formed to do, it was all about self promotion.
That’s why, before Enfatico did a single ad for Dell, they did ads for themselves in all the trades… Were they really stupid enough to think Dell wouldn’t have noticed? One day this will be a classic case study of how NOT to create an ad agency. Sir Martin’s face must now be buried under a mountain of egg!
George Parker
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Member since: 03 Jun 2008
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