Last December, Communications' giant WPP Group won a bid to create a "full service" advertising, marketing & PR agency in response to Dell's request to merge its 800 global agencies into one unit. After several months of research, the new agency was christened this past June as Enfatico.

The good thing for Dell is that for now Enfatico is entirely devoted to the computer maker needs. Although there are rumours that Enfatico might also sign up drug maker Pfizer.

However, the #1 problem for Dell is that since December, Enfatico didn't really deliver anything yet i.e. no marketing or advertising campaigns... just a promise to "built something that's never existed before - a hyper-responsive, truly integrated marketing agency designed from the ground up to create value for our clients". And that lack of "creativity" got the whole marketing industry pondering while Enfatico spends Dell dollars to build its capabilities (offices, staff...).

So during my visit at Dell last month, I dare asked Dell's chief for an update on Enfatico. His answer? Cryptic at best, but definitely not emphatic!

"First we will spend what we spent more efficiently. And that gives us the option to either spend more and get more for it or use the efficiency to spend a little less and become more competitive".

Anyway, I'll have a taste first hand next week (on Tuesday 12th) of Enfatico skills. The new agency is organising a PR event titled "Freedom from Business as Usual" for the launch of new Dell laptops in San Francisco. Stay tuned.