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.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

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

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now