Dell is understood to have parted company with Omicom after shortlisting WPP Group and Interpublic Group to go through to the final round of its $730m (£367m) global advertising pitch.
WPP, IPG, Omnicom, Publicis and Havas had put forward agency teams to pitch for the consolidated global business, but sources say only WPP and IPG remain in the running.
Dell works with more than 800 agencies around the world, but, until recently, Omnicom’s BBDO was the lead agency in the US. BBDO’s sister network DDB is the incumbent in Europe, while Havas’ Euro RSCG handles the business in Australia, New Zealand and Japan.
Mother was appointed as Dell’s lead agency on its consumer account in the US earlier this year. It is not known how the consolidation will affect the agency’s position.
The global review is being led by Dell’s first chief marketing officer Mark Jarvis, who joined the computer giant recently from Oracle, and new vice-president of marketing Casey Jones.
Jones joined Dell earlier this year from IPG-owned McCann Erickson Worldwide, where he was vice-president and global strategy director.
The winning agency will be tasked with creating Dell’s first major, global, brand-advertising campaign. It will move the company away from its famous direct-selling business model. The majority of Dell’s marketing budget is spent on direct marketing and catalogues.