Q: Why didn’t Enfatico work then?
Sorrell: Because it’s an extremely difficult thing to do. And the two prime movers behind it left Dell.
The two prime movers are of course former Dell CMO Mark Jarvis and Casey Jones, Dell’s vp of global marketing.
Amusingly, David Jones then pointed out that Joseph’s company Crayon is only following 6 people on Twitter: “@jaffejuice uh…pot, this is the kettle calling. I’d like to talk about the six people @crayon‘s twitterfeed is following.” #Iwork4WPP”
A good old (140 character) slagging match ensued…
I was sad to see that Enfatico is to be folded into Y&R. I still believe the Enfatico model can work. Although the WPP custom-built agency for Dell didn’t reach critical mass before the recession struck, it doesn’t necessarily mean a marketing structure built for a single client can’t work. It was also a brave shot at thinking about the totality of a client’s brand communications rather than one silo.