Y&R Establishes New Technology and Business Practice

Y&R has set up a practice for technology and business brands, and appointed WPP Global Leader of Dell, Joe Rivas, to head the platform.

Y&R has formed a new practice focused on technology and business brands. Building on the principles and success of the agency’s healthcare practice established in the fall of 2016, the specialised discipline leverages its deep expertise in brands offering complex technical products and services.

Joe Rivas (pictured) will head the venture as President, Y&R Technology and Business. Under his direction, the arm will collaborate with teams across Y&R and WPP’s global network to integrated b-to-b and b-to-c communications solutions. He continues his duties as WPP Global Client Leader of Dell.

He has in the past led the development of successful communications platforms and campaigns for the technology giant to include the launch of the global tagline, The Power to Do More. Additionally, campaigns such as Future Ready helped unify Dell’s B2B marketing efforts under a single platform.

Rivas initially joined the organisation in 1998, and among his various roles served within the group, managed the strategic planning and insights department for Y&R New York. In said capacity, he spearheaded strategy for clients such as Xerox, Accenture, Cellular South, and Office Depot, among others.

The Technology and Business practice serves clients that share common challenges as well as brings the network’s shared institutional knowledge and the most experienced talent to the table. The practice will offer proprietary tools, including a B2B brand analysis that exists within BAV (BrandAsset Valuator).

“After seeing the value our healthcare practice has for clients, we see a like opportunity to provide business and technology brands the same integrated approach that has been effective in bringing the best people as well as best solutions to clients,” said David Sable, Global Chief Executive Officer of Y&R.

“Joe understands the challenges of bringing complex ideas and products to life and how to build cross-disciplinary teams that help drive results.” The practice will also offer a social listening capability providing insights on the content behaviours of business decision makers and access to WPP resources.