Dell puts $350M Asian biz into review

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[Hong Kong] Dell Computer Corp. is conducting a cost-conscious review of its estimated $350 million account in Asia. Although the account includes creative, agency executives involved in the pitch describe it as a cost-led bidding process managed by Dell's procurement department, not the marketing team. The business is currently split between Havas-owned Euro RSCG, working with Dell in Hong Kong, China, India and Australia and Japanese agency Hakuhodo, which has the business in Japan, South Korea, Taiwan, Singapore and Malaysia. Both incumbents are pitching along with several unidentified agencies. Omnicom Group's DDB handles Dell in North America, Europe and Brazil, and is a likely contender for Asia. A decision is expected this summer. Participants are filling out lengthy questionnaires and are likely to be drawn into an online bidding war against each other.
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