Arun Sudhaman 17 Feb 2021 // 4:02AM GMT
SINGAPORE —Lenovo has shortlisted three firms as it reviews its regional Asia-Pacific communications approach following a broader corporate reorganisation.
The review covers Lenovo's Asia-Pacific HQ remit, and sees incumbent lead agency WE defend the business against Zeno and Golin. The three firms were shortlisted following an initial credentials round that included several more contenders.
Lenovo Asia-Pacific communications head Genevieve Hilton told PRovoke that the review aims to consolidate the various agencies that support Lenovo's PC and smart device business at its Asia-Pacific HQ. In addition to WE, which leads strategy, media relations and content, this also includes Zeno and the Hoffman Agency.
Zeno became Lenovo's global agency of record in North America in 2017. Neither local market duties, which include BCW in China and WE in several other Asian markets, nor Hoffman's remit supporting Lenovo's Data Center Group, are part of the review.
"We are consolidating the agencies serving our Lenovo PCSD Asia-Pacific headquarters for the sake of better alignment," said Hilton. "It is also the right time to take a step back and review our communications direction in Asia-Pacific, since Lenovo will establish a new organizational structure designed to capitalize on the group’s service-led transformation growth opportunities."
Accordingly, the review covers communications strategy, media relations and content, executive social, tech analyst relations, intranet development, and internal communications.
A decision is expected soon, added Hilton, noting that she was impressed by the quality on display. "PR agencies in Asia-Pacific are doing better and more sophisticated work than ever before."
Lenovo's reorganisation comes as the world's top PC seller announced record revenues and profits. A new business group will house the company's solutions and services teams, sitting alongside intelligent devices and infrastructure solutions.
Separately, Lenovo global CCO Torod Neptune recently left the company. Meanwhile, an EMEA PR review is not thought to have caused any changes to the company's PR roster in that region.