LONDON: After last week's revelation (accompanied by much gleeful irony) that its new Dell Computer-focused global agency could be named Synarchy Worldwide, WPP Group has followed-through by naming Torrence Boone (pictured) as the shop's ceo.

Boone, who holds an MBA from Harvard Business School, is the  former president of Digitas, Boston. He previously served as vp/general manager at interactive shop Avenue A, before which he was a senior manager at Bain & Co, where he specialized in the health-care/pharmaceuticals and consumer-products areas.

He is suitably enthusiastic about his new job: "The opportunity to play a leadership role in the creation of a new agency, built to spec, with an ambition to redefine the client-agency relationship, comes along perhaps once in a lifetime."

While in similar vein, WPP ceo Sir Martin Sorrell was  hot to trot with the verbal backslapping.

"Torrence is ideally suited to this critically important leadership role," he said. "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 [the shop's current codename] as we focus on reinventing the approach for integrated marketing services."

Boone, who will grasp the helm early next month will be based in New York, responsible for agency hubs in four US cities, plus London, Beijing, Singapore and Sao Paolo. Global staffing is expected to exceed one thousand heads.

Data sourced from; additional content by WARC staff