Electronics giant Lenovo has appointed Stagwell’s Assembly to be its media agency of record for North America, Europe, Middle East, Africa and Latin America, following a review. The incumbent was a dedicated Publicis media unit led by Performics, which retains China and ecommerce duties. Dentsu was awarded an assignment for the Asia Pacific region outside of China.
According to COMvergence Lenovo spent an estimated $73 million on measured media last year in the regions awarded to Assembly including $33 million in North America where most of the spending was tagged for digital media. The client spent $31 million in EMEA, about half of which was earmarked for digital. Spending in LATAM was about $9 million with 40% budgeted for digital.
Lenovo spent another estimated $108 million in APAC, 60% of which was digital.
Assembly’s remit covers paid media for consumer (including Yoga and Lenovo Legion gaming), commercial (including ThinkPad), and small and medium-sized business segments (including ThinkBook).
“As the technology and marketing industries undergo a profound transformation in an increasingly fragmented digital ecosystem, marketing needs to adapt and modernize as we navigate this new environment,” stated Gina Qiao, senior vice president and Chief Strategy and Marketing Officer at Lenovo. “We look forward to working with our new agency partners to continue innovating how and where we tell Lenovo’s vision of smarter technology for all, and to further advance the industry.”