From DaVinci To Synarchy To Enfatico

WPP has yet another new name for its new agency created to handle Dell.
Here’s the official press release.

WPP, one of the world’s leading communications services groups, today announced that Project Da Vinci, the global marketing services firm being built with Dell Inc. as its first client, has a new permanent name and identity: Enfatico. In musical notation, Enfatico (pronounced en-FAH-ti-co) means play 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,” commented agency CEO Torrence Boone.
Ken Segall, Enfatico’s global chief creative officer, drove the naming process from within the agency. “We were excited to take on the important challenge of selecting a new name and graphic identity for Project Da Vinci,” said Segall. “We believe Enfatico will become synonymous with a new standard for integrated marketing, insightful creativity, and collaboration in the client-agency relationship.”

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for Dan published the best of his columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.


  1. Can’t they just name it “The Dell Agency” and get it over with already?

  2. Funny, enfatico doesn’t appear in any English dictionary. It’s a Spanish word meaning emphatic. The Italian definitions include pompous. Seems odd to go with a foreign word. The company press release says enfatico is a musical note. Anyone else find that reference?

  3. It does appear in wikipedia’s compendium of musical terminology. Personally, I think Smorzando might have been a more memorable choice.

  4. thomas,
    your link doesn’t work correctly. but you’re right that the term appears in sources for musical references.
    it’s an odd name, but who cares? the work will ultimately define the place. the website is clean at least.

  5. although they should refrain from overdoing it with phrases like enfatylitics…