Dell picks BMP DDB to raise its profile in European countries

Dell, the US computer manufacturer, has picked BMP DDB to handle the £90 million task of building its brand across Europe.

The agency's brief is to raise Dell's awareness in key European markets including France, Germany and Ireland, to match that of the UK.

The appointment marks the first time the world's largest personal computer maker has hired a single agency to co-ordinate its promotional messages across the region.

BMP beat Euro RSCG Wnek Gosper Partners and the Danish agency AdPeople, which continues to handle Dell's below-the-line activity.

The appointment is the precursor to a pan-European TV campaign that will aim to develop the Dell brand while promoting its product range. It does not affect Dell's media planning and buying business, which remains with Carat.

Until November last year the company's UK account, believed to be worth £17 million, was handled by cdp-traviussully, while a number of different agencies serviced it across the continent.

BMP's appointment extends a relationship with Dell, for which it has previously worked on a project basis work.

Dell chiefs are anxious to raise brand awareness outside the UK where Dell's 43 per cent quarterly growth rate is almost four times the average for the rest of the industry.

With annual sales of more than £21 billion, Dell claims almost 18 per cent of the world's PC and server market. The growth of its business is said to be nearly twice that of other companies in Britain, France and Germany.