Lenovo splits global media duties following review

Lenovo has appointed Stagwell’s media company Meeting as its world company of report in a transatlantic remit that spans EMEA, North America and Latin America.

Dentsu has been appointed to cowl its Asia-Pacific markets and Performics has retained Lenovo’s China and world ecommerce enterprise.

Publicis Media beforehand held the worldwide media enterprise by a bespoke client unit called Lenovo One Media, which was led by Spark Foundry and Performics. Publicis Media gained the enterprise following a aggressive consolidation assessment.

Meeting will lead Lenovo’s full-funnel paid media programme for its shopper division (which incorporates Yoga and Lenovo Legion gaming), business (which incorporates ThinkPad), and small and medium-sized enterprise segments. 

Lenovo, which has its headquarters in China, is among the world’s largest know-how producers with annual revenues of $60bn. It acquired IBM’s desktop PC enterprise in 2004 and is among the largest PC producers. It additionally has a smartphone division, not a part of this transient, that incudes the Motorola vary.

Lenovo stated the media planning and shopping for transient includes an “audience-centric and insight-led media method”, with an emphasis on knowledge convergence, efficiency measurement and know-how. 

Company companions will work intently with Lenovo’s International Media Technique Heart of Excellence in a hybrid mannequin that’s aligned with the PC producer’s advertising technique.

“Meeting understood our imaginative and prescient, and demonstrated the technical capabilities and total dedication to collaborate in our advertising technique. Their world scale and agility to remain in lockstep with our in-house groups to activate globally and regionally are important parts,” Lenovo vice-president and world chief marketer of Clever Gadgets Group Emily Ketchen stated.

“We additionally beloved their boldness in inspiring and difficult our staff in all the proper methods by the method – encouraging us to suppose in another way about our advertising transformation journey.”

She continued: “Our world/native method to advertising is designed to offer every geographical market with world strategic priorities and focus, whereas additionally permitting for the mandatory flexibility to efficiently adapt for native implementation.”

James Townsend, world chief government of Meeting and Stagwell Media Community, stated Lenovo was on the lookout for a media accomplice that would “inject knowledge and know-how into their world advertising technique”. 

He added: “They’re a enterprise that sees the essential function know-how performs in making their media smarter – from turning into extra customer-centric, to leveraging knowledge throughout the organisation to unlock extra innovation alternatives at a world scale, and driving business development. 

“Collectively, with Lenovo, we’re constructing an agile answer – powered by our know-how platform STAGE – that may deliver collectively their media planning, optimisation, measurement, and insights to democratise knowledge throughout their world groups, whereas powering smarter selections for media and enterprise to unlock development.” 

There are a few campaigns within the pipeline that media companions will work on.

Lenovo’s shopper division is launching a “Fashionable exterior. Savage inside” world gaming marketing campaign, which “expresses Lenovo Legion’s view that removed from being merely a passion, gaming is a large a part of what makes our avid gamers the unimaginable individuals they’re in actual life; it’s their management, prowess and excellence in gaming that they then unleash in the actual world”.

On the B2B entrance, Lenovo is planning a marketing campaign to advertise its new 5G laptop computer that may spotlight, “how the ThinkPad X13s reboots the best way individuals work, with a give attention to 5G connectivity, multi-day battery life, and smarter collaboration by enhanced webcam and audio experiences – preferrred for the brand new actuality of hybrid work”.

Meeting’s media partnership kicked off in April.

Meeting is the most important company within the Stagwell Media Community, Stagwell’s media arm, which has 3,000 workers and claims to handle near $5bn (£3.7bn) in annual spend globally.

Within the UK, Stagwell not too long ago acquired independent media agency Goodstuff.

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