Dive Brief:

• The House Worldwide, an agency formed by former Publicis Global COO Richard Pinder, will take over tech manufacturer Lenovo's creative business in Europe, the Middle East, and Africa. 
• The company's EMEA creative was previously handled by Saatchi & Saatchi, who will continue to do work for Lenovo in other markets. 
• Pinder knows Lenovo CMO David Roman and EMEA VP of Marketing Jan Huckfedlt from their days as executives at Hewlett-Packard — a detail that likely factored into the partnership.

Dive Insight: 

In an increasingly global market, it's more important than ever to have the right people running EMEA and other international business. Those in charge of Lenovo's marketing are familiar with Pinder's talent from previous experiences, and that existing bond between executives can be solid grounds for a partnership.