After going by Project Da Vinci for what seems like forever, having a short detour into Synarchy territory and going back to Da Vinci while the mess was cleaned up, WPP has found an official name for their built-for-Dell agency: Enfatico.
Apparently enfatico, while not moonlighting as the name of an ad agency, is a musical notation that means play each note “with emphasis” or “emphatically.” Presumably, that is how they are going to do their advertising. Emphatically.
Not content with choosing an obscure word to name their agency, the muckety-mucks at Enfatico want to actually add a definition to the word. If all goes well your Webster’s will soon have a secondary definition of enfatico reading something along the lines of “a new standard for integrated marketing, insightful creativity, and collaboration in the client-agency relationship.”
At least that is what Ken Segall, global chief creative officer, hopes. Or says he hopes. He may be kidding.
That said, Enfatico is a huge improvement on Synarchy…and I here that they’re still hiring if you’re interested.