Dell centralises Euro marketing

Computer manufacturer Dell has centralised its European marketing operations in its consumer and small business division.

Neil Stevens, former marketing director for the home and small business division in the UK and Ireland, has been promoted to lead the team.

The home and small business division accounts for most of Dell’s marketing budget. Before the rejig, each European country managed its own marketing team. All teams will now report to Stevens.

The reorganisation includes reducing the number of agencies Dell uses across Europe.

Stevens says: “We are looking at getting efficiencies out of this, and running ten creative agencies across Europe is not efficient.” Dell also works with three below-the-line agencies in Europe.

In November, Dell parted company with its advertising agency for UK and Ireland, cdp-travissully, and appointed BMP DDB to develop pan-European television campaigns. Carat manages Dell’s media for Europe, the Middle East and Africa (EMEA) and is unlikely to be affected by the reorganisation.

Dell has not yet replaced Nick Eades, former marketing director of the “relationship segment”, which includes large businesses, global clients and public sector companies. He left at the end of last year to spend more time with his family (MW December 12, 2002). Martin Boyce, general manager for the Enterprise group, is overseeing the role in the interim.

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