Dell Computer Corp., as expected, picked J. Walter Thompson USA, Chicago, to handle its new estimated $70 million global branding initiative. The world's No. 3 PC maker said it plans a multiyear broadcast, print and promotional campaign, the largest in its history, starting in the first half of '98. JWT
prevailed over Goldberg Moser O'Neill, San Francisco, and Y&R Advertising, New York. Dell reiterated that the incremental assignment does not affect the $60 million U.S. product account at Goldberg.
Copyright December 1997, Crain Communications Inc.