Creative Nuptials for Dell and WPP

One time world-leading PC-maker Dell has announced a new agency agreement with WPP valued at $4.5 billion in billings over three years. The deal envisages a very close partnership within the framework of a new global integrated marketing and communications agency.

WPP, which beat rival Interpublic Group to the account, will be responsible for all Dell's advertising, direct marketing and public relations.

The computer giant envisages a new kind of relationship. Eight months ago Dell's new VP of Global Marketing Casey Jones saw the firm working with more than 800 suppliers worldwide and decided a major change was in order. 'Instead of dating 800 agencies, we are creating a partnership with one firm. We want our partner to spend 100% of their time thinking about our customers, rather than how they will get the next assignment.'

Dell has code-named the initiative 'Project Da Vinci' - explained as a reflection of its search for 'the combination of artist and scientist — an agency that has both the creative horsepower and ability to measure the business impact of their work.' WPP will act as a long-term partner who, in Casey's words, will 'share business goals and be invited into the heart of our marketing process.'

The announcement also stresses the importance of analytics: 'A combination of great analytics and creative is key' - promising well for WPP's many research and insight divisions.

Dell remains a very successful firm with a large cash pile available - however, having lost its number one market share position in the PC market to Hewlett-Packard this year, and recently seen shares fall despite decent results, it faces new challenges. One of these, of key concern to WPP, is to move the brand away from 'cheap' and towards 'cool', according to comments from execs. Reports suggest the partners plan to hire at least 1,000 people over the next six months to work on overhauling Dell's image.

Web sites are at www.dell.com and www.wpp.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.