Dell Parts With BBDO

Agency Says Its Best Buy Win Was Seen as a Conflict

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NEW YORK (Adage.com) -- Dell has dumped BBDO.

According to a spokesman for the Omnicom Group agency, the computer marketer saw the shop's recent Best Buy win as a direct conflict with the consumer broadcast work the agency was handling out of its Atlanta office.
BBDO has handled the consumer TV account only since early 2006, when it introduced the 'Pure You' campaign.
BBDO has handled the consumer TV account only since early 2006, when it introduced the 'Pure You' campaign.

Best Buy win
In mid-June, BBDO's New York office won the estimated $200 million advertising account for Best Buy, which deals largely in Hewlett-Packard computers. Dell is a direct-to-consumer computer company that does not currently sell equipment in retail outlets, although there is talk of a deal with Wal-Mart in the future.

BBDO has handled the consumer TV account only since early 2006, when it introduced the "Pure You" campaign. Sibling DDB, Chicago, currently holds the enterprise marketing and business-to-business portion of the ad account and had been behind the popular "Dude, you're getting a Dell" campaign a few years ago.

Independent Mother is reportedly handling some project work for Dell.

Holds PC market share
In recent years, the Round Rock, Texas-based marketer has maintained a lead in worldwide PC shipments and holds roughly one-third of the PC market share in the U.S. But a huge battery recall last fall, a shuffle in the C-suite and delayed fiscal reports has left many wondering where the company is heading.

According to TNS Media Intelligence, Dell spent approximately $730 million across all media in 2006.