Dell is poised to appoint Mother to overhaul its global advertising strategy following a pitch against undisclosed agencies as the computer giant vyes to wrest back market share from rival Hewlett-Packard (HP). The account will be led from the agency’s New York office.
The move comes amid continued shake-ups in the marketing teams globally, and founder Michael Dell taking a more day to day role.
It is thought Mother’s London office pitched alongside New York and will handle the £11m UK account. DDB London handled the pan-European press business for Dell, but lost the account to Danish agency AdPeople in June last year.
It is not known how the appointment will affect existing roster agencies. Dell announced last week that it was consolidating its advertising in Japan, New Zealand and Australia into Euro RSCG. The agency is likely to adapt Mother’s work for these markets.
The overhaul comes as Michael Dell, who replaced Kevin Rollins as chief executive earlier this year, looks to reorganise the company. Dell is looking to restore its core direct-selling business and drive new revenue streams. Carat which handles Dell’s pan-European media planning is understood not to be affected by the appointment.