• by Amy Corr  @MediaPostOTL, February 28, 2017

Y&R formed a new practice focused on technology and business brands. Joe Rivas will lead the new venture as president, Y&R Technology and Business. He will also continue his responsibilities as WPP global client leader of Dell.

The new practice will collaborate with teams across Y&R and WPP's global network to provide clients with integrated b-to-b and b-to-c communications solutions. The agency will offer proprietary tools, including a B2B brand analysis that exists within BAV (BrandAsset Valuator), and a social listening capability that provides insights on the content behaviors of business decision makers, as well as access to WPP resources.

Rivas has been serving as global client leader overseeing the Dell teams across Y&R and WPP. He led the development of numerous communications platforms and campaigns for Dell including the launch of the global tagline "The Power to Do More" and B2B campaigns such as "Future Ready," which unified Dell's B2B marketing efforts under a single platform.

Rivas first joined the organization in 1998 and, among his various roles, managed the strategic planning and insights department for Y&R New York, where he led strategy for Xerox, Accenture, Cellular South and Office Depot.

"After seeing the value our Healthcare practice has for clients, we see a like opportunity to offer business and technology brands the same integrated approach that has been effective in bringing the best people and best solutions to clients," said David Sable, global CEO. "Joe is a brilliant strategist. He understands the challenges of bringing complex ideas and products to life and how to build cross-disciplinary teams that help drive results. It's always about finding the human insight and a people-first approach that creates powerful work."