The World: Boston - WPP creates shop to handle $4.5 billion Dell brief

Sir Martin Sorrell's WPP has scooped Dell's global marketing account and will set up a new agency to handle the business, which is expected to bill $4.5 billion over the next three years.

The new operation will have more than 1,000 staff and handle all of Dell's marketing functions, such as creative, media planning, customer relationship marketing and PR.

Dell's media buying will continue to be handled separately so the company can take advantage of the economies of scale that comes from working with a large media buying operation.

Sorrell described the win as "an endorsement of our geographic and functional strategy".

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