• by Steve McClellan  @mp_mcclellan, February 13, 2017

Y&R has formed a new practice focused on technology and business brands, headed by Joe Rivas. Rivas will oversee the new unit as president and continue in his role as WPP Global Client Leader of Dell. 

The new practice -- Y&R Technology & Business -- will collaborate with teams across Y&R and WPP’s global network to assist in providing clients with an array of B2B and B2C advertising and marketing programs. 

Through the practice, the agency will offer proprietary tools, including a B2B brand analysis that exists within Y&R’s 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. 

“After seeing the value our Healthcare practice [formed last year] has for clients, we see a like opportunity to offer business and technology brands the same integrated approach,” stated David Sable, Y&R’s Global CEO. “Finding the human insight and a people-first approach creates powerful work.” 

Rivas has led the Dell account globally for the last five years. He joined the organization in 1998.

His roles have included managing the strategic planning and insights department for Y&R New York, where he led strategy for clients including Xerox, Accenture, Cellular South and Office Depot.