Dell appoints APL to $70m US account

- Leading direct-sell PC company Dell Computers has appointed Ammirati Puris Lintas, New York, to handle its estimated $70 million (£43 million) US home and small business group account following a competitive pitch.

- Leading direct-sell PC company Dell Computers has appointed Ammirati Puris Lintas, New York, to handle its estimated $70 million (£43 million) US home and small business group account following a competitive pitch.

Dell competed against a number of agencies to win the business, which had previously been handled by Goldberg Moser O'Neill, San Francisco, which resigned the account in April when Dell began talks with other agencies.

The exit of Goldberg from the Dell account brought to end an 11-year relationship between the two. However, Goldberg was compensated for its loss last week when it picked up the $50 million (£30 million) Micron Electronics PC account, which is the third placed direct-sell PC company behind Gateway and Dell.



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