Dell Awards Creative Work to Sid Lee, Arnold

Y&R Remains on Roster as Tech Giant Moves Business Out of WPP

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Dell has completed a creative pitch it began last fall, tapping Montreal-based independent shop Sid Lee as its new consumer-marketing agency, and Havas' Arnold, Boston, to handle creative for the tech giant's small- and medium-business segment. The domestic spending is $422.7 million, according to Ad Age's DataCenter.

"In addition to Y&R, Dell has added three new creative agencies to the portfolio," spokesman Bob Kaufman told Ad Age. "The three new agencies add to the bench strength Y&R brings to the table."

WPP's Wunderman most recently handled creative duties for the businesses that are now going to Sid Lee and Arnold. Late last month, Dell shifted creative duties for the public portion of its account from WPP's Y&R to Minneapolis-based Barrie D'Rozario Murphy. (That portion of the account includes universities, state and local governments, as well as health-care facilities.)

The pitches were managed by California-based search consultancy Select Resources International.

The shifts are significant because it marks the Round Rock, Texas-based marketer's decision to turn to resources outside of WPP, shortly on the heels of the end of a three-year, multibillion-dollar contract it signed with the holding company. That contract led to the creation of Enfatico, a dedicated agency built under WPP to serve Dell's needs that, at it's biggest, numbered 1,000 people.

In April 2009, the unit, which had struggled with the recession and client changes, was collapsed into Y&R, and the breakdown of Enfatico continued into early 2010 with WPP's Cohn & Wolfe Group division and its PR agency Axicom absorbing Enfatico's U.S. and European PR team.

According to Dell, Y&R is being kept on board as the company's global brand agency and agency for the company's large-enterprise segment.

"We think this team we have now is very strong, and we look forward to continuing our work with Y&R and the new agencies added to the team," Mr. Kaufman said. "This development is a consistent move in Dell's transformation, so that our individual business units can connect with consumers. These additions will help Dell articulate its story to our customers in a way that shows them how Dell can empower them to do more with technology."

The moves come as Dell is globally rolling out a new brand platform called "The Power to Do More." Mr. Kaufman declined to say when new work from the company's trio of new ad shops would arrive, noting simply that the "transition is under way."