Dell recruits Burnett for project

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Dell Computer Corp. has hired Leo Burnett USA, Chicago, for a project, according to insiders. Burnett hopes to leverage the assignment into a broader relationship; the booming PC direct marketer is moving into workstations, servers, services and global markets, which could prompt changes in Dell's communications approach. Goldberg Moser O'Neill, San Francisco, handles Dell's estimated $60 million U.S. ad account; Rapp Collins Worldwide, Dallas, has the $10 million to $12 million Dell Direct account; Grey Interactive, New York, handles Web work. Asked about Dell's involvement with Burnett, Chairman-CEO Michael Dell said, "I wouldn't want to speculate on that." Burnett executives declined to comment.

Copyright June 1997, Crain Communications Inc.

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