WPP Dell win casts doubt over Mother

Mothers position on Dells $4.5bn (2.2bn) global advertising roster hangs in the balance after the computer giant appointed WPP Group to handle the consolidated business.

Dell%20Mother’s position on Dell’s $4.5bn (£2.2bn) global advertising roster hangs in the balance after the computer giant appointed WPP Group to handle the consolidated business.

WPP will be allowed to decide whether it wants to work with any of Dell’s other agencies after it triumphed in a final pitch against Interpublic Group.

Mother was appointed to Dell’s roster earlier this year and the agency has just created a global campaign for the company’s XPS One and XPS M1530 products.

WPP will set up a new agency to service the Dell business. It is not yet known what the shop will be called but it will be run by Young & Rubicam North America’s chief marketing officer Mitch Caplan.

A Dell spokesman tells Marketing Week: “We like the work Mother has been doing and the pitch was in no way a reflection on the agency. But we have appointed WPP and it will have the right to choose whether it wants to subcontract any of the business to other agencies we have worked with in the past.”

The Dell pitch was so big that the company gave it its own name: Project DaVinci. It was run by Dell’s chief marketing officer Mark Jarvis and vice-president of marketing Casey Jones and also involved Omnicom, Publicis Groupe and Havas until they were knocked out earlier this year (MW August 30).

WPP 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 has, until now, been spent on direct marketing and catalogues.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here