Dell Computer Corp has awarded its &£60m global branding account to DDB Worldwide, ending the company’s three-year relationship with BBDO Worldwide.
Sources say the &£8m pan-European branding account held by Abbott Mead Vickers.BBDO, is likely to be handed to BMP DDB as a result of the move.
DDB Worldwide is understood to have been awarded the business following a three-way pitch against Lowe Lintas & Partners, New York and True North Communications’ Temerlin McClain, Dallas.
Media buying for corporate branding business is expected to be handled by BMP’s sister agency OMD which was awarded the US business. It is unclear how this will affect the branding responsibilities of Carat, Rocket and Total Media.
Dell has also moved its US retail and product advertising, previously handled by Lowe Lintas & Partners, New York, into DDB Worldwide, Chicago.
It is understood that the appointment of BMP DDB does not affect the &£5m UK creative product advertising account currently held by Travis Sully Harari. Media buying for product ads will continue to be handled by Carat.
A spokesman for Dell in the US says it has decided to consolidate its advertising to become more efficient.
Last month Dell announced it was slashing four per cent of its workforce at its Texas operations, where it employs about half of its 39,000 worldwide staff. It reported lower than expected earnings for the final quarter of 2000.