Dell has appointed WPP Group to its £2.2bn advertising business after a final shoot out against Interpublic Group. The three-year deal will see WPP create a new agency to service the business.
The US-based computer giant called the pitch in July after it parted company with incumbent BBDO due to a conflict. Omnicom, Publicis Groupe and Havas were knocked out of the pitch at an earlier stage.
The appointment aims to simplify Dell’s communications and advertising arrangements in a bid to raise its profile and compete head on with rivals such as Hewlett Packard.
The new agency, which has yet to be named, will handle all marketing functions for Dell including advertising, media planning, customer relationship management and PR. The media buying is currently handled by Carat in the UK and is the only part of the business that will be handled elsewhere. The new agency will be allowed to pitch for other business.
It is not clear how the appointment will affect Mother, which currently handles the advertising for its Inspiron laptops.