Date: 12-4-2007
Computer manufacturer Dell Inc. has partnered with Britain's WPP to form a specialized new agency to handle its marketing and communication campaigns. For this project, Dell will invest $4.5 billion in agency billings over three years. Dell previously used more than 800 agencies worldwide to handle all its advertising and marketing operations. The new venture — "Project DaVinci" — will replace the 800-plus agencies with whom they previously contracted with one dedicated agency. The Project was started by Casey Jones, VP of global marketing, who joined Dell eight months ago. The new, yet-to-be-named agency will be staffed by 1,000-plus individuals to serve the computer maker's global marketing needs.
