MediaCom to Lead Media Strategy for Dell

Shop Will Be Part of WPP Group's Customized Agency for PC Maker

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NEW YORK (AdAge.com) -- WPP's MediaCom has been tapped to lead media strategy for the 1,000-plus-person agency the holding company is building for PC maker Dell.
Doug Checkeris
Doug Checkeris

The exact structure of the new agency's media portion is still being ironed out, but MediaCom execs already have begun meeting with Dell to prepare for the agency's targeted March 1 launch.

To accommodate its new role, MediaCom has some staffing up to do. In an internal memo to employees, CEO Doug Checkeris asked his staff to help him find "a diverse group of talented media pros to join the team, with digital, online and offline experience" by referring names to human resources.

'New marketing paradigm'
"This represents a great opportunity for MediaCom," Mr. Checkeris said. "As the lead on the Dell media business, we have a chance to work for a world-class client with a determination to merge creativity and analytics to create a new marketing paradigm with a true sense of partnership with its agency."

Dell announced it was awarding its massive global marketing account to the WPP earlier this month. WPP beat out rival holding company Interpublic Group of Cos. after a seven-month pitch for a three-year, $4.5 billion contract with its promise to build a customized agency for the PC maker.

A transition team to build the yet-to-be-named agency will be led by longtime Grey Worldwide veteran Bob Berenson and Mitch Caplan, who was recently pulled out of WPP's Y&R, where he worked as chief marketing officer.
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