Last year, when WPP Group landed an unprecedented deal to create one giant agency to handle Dell's massive account (which had been handled by 800 shops worldwide), it upended the ad business.
Lately the ad business has been firing back.
In blogs and private conversations, detractors are counting the days until the deal falls apart. They repeatedly point out that Enfatico
is running behind schedule and has yet to produce any advertising for Dell since it won the $4.5 billion contract. Other ad chiefs question if Enfatico will be able to keep top creative talent happy
working on one piece of business.
There's a lot riding on Enfatico. If it succeeds, other big clients may want to follow suit. If it fails, it would prove embarrassing and costly for
WPP. Enfatico's startup process involves 800 employees and 15 offices; it is about 90% complete with the first ads due by December, say WPP reps.
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