WPP's Project DaVinci Finally Gets a Name

Dell Agency Dubbed 'Enfatico'

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NEW YORK (AdAge.com) -- At the end of a long-winded naming process, WPP Group today announced the permanent moniker for Project DaVinci, the global agency built from the ground up for Dell that will seek future clients: Enfatico.
Enfatico relates to musical notation and means playing each note with emphasis or emphatically.
Enfatico relates to musical notation and means playing each note with emphasis or emphatically.

"As a next-generation agency with a diverse mix of marketing services and talent -- all uniquely orchestrated to drive value for Dell and future clients -- we believe Enfatico effectively captures what makes us distinct," the agency's newly anointed CEO, Torrence Boone, who made the jump from Digitas, Boston last month, said in a statement. Mr. Boone doesn't officially begin his role until next week.

Controversial considerations
A number of names were under consideration to replace Project DaVinci. At one point Dell and WPP were leaning toward the name "Synarchy," which sparked sneers in the blogosphere last month.

Branding firm Landor Associates was tapped to help develop the agency's identity, though it was not heavily involved in the selection of this name, one executive familiar with the matter said. Ken Segall, the agency's global chief creative officer, headed the process that led to Enfatico's selection.

The significance, said WPP, relates to musical notation: Enfatico means playing each note with emphasis or emphatically. "We believe Enfatico will become synonymous with a new standard for integrated marketing, insightful creativity and collaboration in the client-agency relationship," Mr. Segall said. The "Wiktionary," however, defines it as meaning both "emphatic" and "pompous."

How it came about
Key considerations for WPP in determining the name were ensuring that it passed legal muster and translated well into the various international locales in which it operates, as well as finding the best possible domain name for the new agency's website, executives said.

The agency's new website is at www.enfatico.com; the current internal website, http://www.davincistart.com, "will migrate over," an Enfatico spokesman said.

To date, the New York-based agency has attracted approximately 600 employees (of the forecasted 1,000 total) and established offices in three other domestic cities -- Austin, San Francisco, and Miami -- and several international locations, including Buenos Aires, Costa Rica, São Paulo, London, Beijing, Toronto, Tokyo, Singapore and Sydney.
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