Dell Computers reviews its pounds 5m account with Travis Sully Harari

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

through BBDO.

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.