Dell Computers is reviewing its pounds 5 million UK creative
Travis Sully Harari currently handles the business, which involves
product advertising across Dell's range. The company has yet to draw up
a shortlist for the pitch, which will run from Dell's Irish
The pitch is separate to the pounds 100 million global review, which
kicked off earlier this month in the US. BBDO Worldwide handles the
global account from New York.
In the past year Travis Sully Harari has created advertising across
various Dell ranges, including its PC and workstation products, the vast
majority in the press.
Dell is tackling an increasingly competitive marketplace and is moving
towards selling bespoke systems online. It launched a direct sales model
last year using the line: 'Dell. It's how 'e' works', to emphasise its
internet credentials. The repositioning was backed by advertising
In the US, creative is split between BBDO, which handles corporate work,
and Lowe Lintas, which works on retail and product-related tasks. Lowe
Lintas has also emphasised Dell's internet connectivity with a campaign
called 'Born to web'.
In Europe, Dell is increasingly using direct marketing. Eighteen months
ago it hired WWAV Rapp Collins for a pounds 35 million pan-European
direct marketing brief.
Peter Travis, the chief executive of Travis Sully Harari, said: 'There
is no review as far as we're concerned.'
Dell's marketing director, Charlie Tebbs, was unavailable for comment as
Campaign went to press.