Dell pools £100m digital work into WPP shop
Dell has consolidated its global digital ad account, worth more than £100m, into Project Da Vinci, the WPP agency set up solely to produce marketing activity for the brand.
The world's second-biggest computer manufacturer will work with the WPP
agency on website development and online ad projects in Europe, the US
and Asia, as well as emerging international territories.
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Dell is working on a strategy to emulate Apple and HP by developing a
high-quality online and high-street retail presence that will allow it
to move beyond its direct-sales approach (Marketing, 26 September
2007).
It has previously worked with AKQA on a project basis, investing in
digital campaigns to position itself as a home entertainment brand.
Dell's partnership with WPP is part of an ongoing consolidation of its
£2.3bn global marketing account.
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