SINGAPORE — Dentsu International has been appointed by Lenovo, a leading global technology company, as its paid media partner for its Asia Pacific markets. Dentsu will work closely with Lenovo in the region to support its broader marketing transformation journey while helping the Company grow its Global Media Strategy Center of Excellence. The selection follows a competitive review that begin last year and was led by Merkle B2B, a dentsu company.
“As the technology and marketing industries undergo a profound transformation in an increasingly fragmented digital ecosystem, marketing needs to adapt and modernize as we navigate this new environment,” said Gina Qiao, Senior Vice President and Chief Strategy and Marketing Officer at Lenovo. “We look forward to working with our new agency partners to continue innovating how and where we tell Lenovo’s vision of smarter technology for all, and to further advance the industry.”
Lenovo’s in-house and agency partner teams will spearhead the company’s hybrid operating model to unlock the full potential of its strengths as a global organization. With the appointment, dentsu and Merkle B2B will manage the strategy, planning and buying for Lenovo with a focus on data convergence, performance measurement and paid media.
The partnership will also draw on dentsu’s talent and capabilities in the APAC region for full customer journey planning and activation across consumer, commercial, and small and medium-sized business (SMB) segments, while aiming to streamline today’s fragmented digital market and enhance performance measurement of its media investment.
Michael McLaren, EVP, High-Tech/B2B at dentsu and Global CEO of Merkle B2B said: “Lenovo’s hybrid in-house model is a data and technology solution with a rich first-party data set that we envision will pair perfectly well with our adtech capabilities. We are proud to be entrusted with Lenovo’s paid media business and look forward to working collaboratively with them on their marketing acceleration journey.”
Dentsu’s appointment is effective as of April 2022.