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Propaganda, Advertainment, Branding, Tecnologia
Dell has made a multimillion-dollar investment as the exclusive technology partner of “We Mean Business,” a small- to medium-size-business makeover series premiering on A&E in early September. Dell technology and retail assets will be integrated throughout the half-hour episodes, from laptops and servers to point-of-purchase solutions to help streamline costs and day-to-day operations for local businesses such as bakeries, specialty stores and salons.
The deal is one of the first major marketing initiatives for Dell under its new agency, Enfatico, the WPP group agency — briefly and controversially known as Synarchy — created to manage all creative and media duties for Dell’s $4.3 billion account. Although the original negotiations for the show started with Dell’s old agency partners at Interpublic Group of Cos., all production and marketing for the show have since been handled under Enfatico.
