Dell shops consumer PC account

Johnson, Bradley; Cuneo, Alice Z.
March 1999
Advertising Age;3/29/1999, Vol. 70 Issue 13, p1
Trade Publication
This article focuses on the decision of Dell Computer Corp. to review its consumer personal computer account as of March 1999. The account for the Home & Small Business Group represents one-third of the $ 90 million in Dell billings at Goldberg Moser O'Neill. Other agencies invited to pitch are BBDO Worldwide, Ammirati Puris Lintas, Temerlin McClain, and one or two other shops according to people familiar with the review. The review is the latest in a series of advertising moves at Dell. Historically, Dell has been a small player in the home market, by design. It long has focused on the more lucrative business market, leaving the lower-margin consumer market to others.


Related Articles

  • Winning market strategies: How Dell does it. Hegarty, Liam // Westchester County Business Journal;11/30/98, Vol. 37 Issue 48, p4 

    Focuses on Dell Computer Corp.'s business successes in New York City. Growth of annual revenue; Rise in income; Flexibility in the choice of methods or channels for selling products.

  • Dell unit to assist start-ups with IT. Clark, Philip B. // B to B;09/25/2000, Vol. 85 Issue 15, p16 

    Reports on Dell Computer Corp.'s launching of VC Direct. Teamup of VC Direct with venture capital firms; Nature of business of VC Direct.

  • DDB, Y&R, OMD in big account wins to climb up chart.  // Media: Asia's Media & Marketing Newspaper;9/9/2005, p6 

    This article presents rankings of various advertising and other media agencies. While McCann moved into top position, DDB Worldwide Communications Group Inc., leaped up the chart on the back of the massive Dell Australia and New Zealand win, supported by wins across the region. Young & Rubicam...

  • Dell Computer powers up agency search. Voight, Joan; Rich, Laura // Adweek Western Edition;7/29/96, Vol. 46 Issue 31, p30 

    Reports on Dell Computer Corp.'s nationwide search for a advertising agency to handle its interactive marketing program. Ad agencies used by Dell for interactive marketing projects; Ad agencies contacted by Dell.

  • Dell hires Carat and seeks ad agency. Newland, Francesca // Campaign;05/28/99, Issue 21, p1 

    Reports on Dell Computer Corp.'s appointment of media agency Carat to its centralized home and small business media account in Europe. Dell Computer's search for its advertising agency in Europe.

  • Dell Reboots. Poole, Claire // Latin Trade (English);Jun99, Vol. 7 Issue 6, p24 

    Focuses on the expanded business of Dell Computer Corp. in Latin America. Ranking of Dell among computer makers in the region in 1998; Comment from Kevin Rollins, vice chairman of Dell; Concerns of multinationals operating in the region.

  • Focused On Flow. Sheridan, John H. // Industry Week/IW;10/18/99, Vol. 248 Issue 19, p46 

    Presents information on Dell Computer Corp. in Austin, Texas. Factors which contributed to Dell's competence in manufacturing; Elements of the built-to-order manufacturing environment of the company; Information on the server components of the company; Methods employed by the company in...

  • Creative construction. Trumbull, Mark // Christian Science Monitor;5/26/98, Vol. 90 Issue 125, p11 

    Comments on the success of Dell Computer Corporation. Mention of Michael Dell, founder of the company; Impact of free-market government policies, rising stock prices, and the spread of 401K retirement plans; Effect of earlier capitalist booms; How the economy can shift.

  • Bronner West Riding Dell's Growth. Voight, Joan; Gianatasio, David // Adweek Western Edition;02/22/99, Vol. 49 Issue 8, p5 

    Reports on the expansion of Bronner Slosberg Humphrey, a direct marketing agency based in Boston, Massachusetts. Role of the Dell Computer account in the expansion; Expected marketing spending; Implementation of spending plans in its online business; Appointed officials at the company.


Other Topics