Dell picks Ammirati in closely watched review

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Dell Computer Corp. said it hired Ammirati Puris Lintas, New York, as its new agency.

Ammirati snared Dell's U.S. Home & Small Business assignment, representing the bulk of the estimated $70 million to $90 million in Dell business formerly at Goldberg Moser O'Neill, San Francisco. Ammirati is expected to pick up other small assignments, such as government and education work, that had been at Goldberg Moser.

Goldberg Moser last month resigned its Dell business after the Home & Small Business portion went into review. Ammirati faced off against Temerlin McClain, Irving, Texas, and Bronnercom, Boston, during the week of May 3 in the review, managed by Mitchell Co., Dallas.

Ammirati had been seen as the favorite early on in the review, with the agency saying several weeks ago it felt it had nailed the prize of the booming direct computer marketer. The win is a remarkable comeback for Ammirati, fired a year ago as global agency for Compaq Computer Corp. Lintas handled IBM Corp. before the agency merged with Ammirati.

Ammirati won the account by pitching an integrated approach to communications. Work will break later this year.

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