December 6, 2012
Lenovo has selected We Are Social to be the computer giant's global lead for social media marketing and advertising. New York-based We Are Social says it beat out three competitors in the pitch, but didn't name the other agencies.
Twenty months ago, Lenovo debuted an internal social media hub, hiring specialists in-house, as it sought to control social media marketing from within. That experiment appears to be over. It will now lean on We Are Social to commandeer all social media marketing duties while working with the manufacturer's creative, retail and digital agencies of record for integrated campaigns.
Rod Strother, director, digital and social centre of excellence for Lenovo, said the agency's brand of "conversational marketing" helped win the account. But data analytics were also an important part of We Are Social's pitch, he said.
“Their insights and strategic approach will be hugely valuable to us," Strother commented in a prepared statement. “I strongly believe this partnership with We Are Social will accelerate our vision of being the most talked about personal technology brand.”
According to We Are Social, one of the first items on its Lenovo to-do list is establishing a content calendar for the Morrisville, N.C.-based electronics firm's laptops and other products.
Four-year-old We Are Social is having a good week. On Tuesday, it cherry-picked Layla Revis—previously a digital strategy vp at Ogilvy & Mather—to be its senior director. Revis was social media lead at Ogilvy for the Government of Mexico, LG Home Electronics and Lincoln, among other clients.
That same day, We Are Social hired Erin Dorr as account director from competitor Dachis Group, where she managed social initiatives for Nestle, U.S. Cellular, HP and Kodak.
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