MediaCom to handle Dell’s £850m account
4.30pm Update: Dell's global media planning and buying duties will be handled by MediaCom, valued at £850 million, following the computer manufacturer’s decision to move all of its advertising duties into Sir Martin Sorrell’s WPP last year, mad.co.uk can exclusively reveal.
WPP won Dell’s global multimillion pound business in December after a final shoot-out against rival group Interpublic.
The communications group is in the process of establishing a new intgerated advertising agency to handle the account called Da Vinci.
Dell's European incumbent agency Carat, part of Aegis, is in the process of handing over the business for the start of WPP’s initial three-year tenure.
Last year, Dell spent £35 million on above and below-the-line advertising in the UK alone, £26 million of which was spent on press.
Dell refused to comment but mad.co.uk has had the move confirmed by an international spokesman person at MediaCom.
Speculation surrounding the value of the new global account has varied wildly, with estimates ranging from £120 million to £2.2 billion. Mad.co.uk has been informed that £850 million is a far more accurate valuation.
Dell’s account includes advertising, digital, direct marketing and media. The technology giant decided to consolidate the business into WPP in a bid to create one global P&L and a single centralised team.
Previously, more than 800 agencies around the world shared the Dell business. The process started when Casey Jones, vice president of global marketing, joined Dell in April last year.
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