Digital Vet to Helm WPP's In Vitro Agency for Dell

WPP poached the president of Digitas Boston to head up the new integrated global agency it’s launching for Dell. Torrence Boone takes over the holding company’s so-called Project Da Vinci, a made-from-scratch agency confection that will consolidate Dell’s worldwide creative and marketing strategy account.

The 38-year-old CEO will be based in the new firm’s New York headquarters and report directly to WPP Chief Martin Sorrell.

Sorrell said in a statement that Boone’s seven-year background creating integrated ad programs at Digitas, and before that at Avenue A, made him the perfect candidate for the job. “His deep experience across multiple marketing disciplines and his reputation as a developer of innovative marketing programs make him uniquely qualified to lead Project Da Vinci as we focus on reinventing the approach for integrated marketing services,” Sorrell said.

The agency will go after non-Dell accounts as well, of course. Sorrell: “We believe that Project Da Vinci will provide a template for other clients with similar desires.”