WWAV lands pounds 35m pan-Euro Dell business

WWAV Rapp Collins has scooped the pounds 35 million pan-European direct marketing business for Dell Computer Corporation after a final shoot-out against IMP.

WWAV Rapp Collins has scooped the pounds 35 million pan-European

direct marketing business for Dell Computer Corporation after a final

shoot-out against IMP.



The lengthy pitch process kicked off early this summer, with the

hardware giant talking to a large number of direct marketing agencies

and their networks.



The list was narrowed down to three European networks: Rapp Collins,

spearheaded by WWAV in the UK; IMP; and BBDO, represented in the UK by

Craik Jones Watson Mitchell Voelkel. WWAV effectively had a foot in the

door for the business, as Rapp Collins handles Dell in the US.



WWAV’s appointment is a sign of the corporation’s growing intent to

market and sell its hardware direct to the customer - a trend that has

been underlined by the increased emphasis on selling bespoke computer

systems over the internet.



The bulk of WWAV’s task will be to create high-volume direct mail and

direct response press advertising.



The agency will begin work on the account proper early next year once

Dell has gone through the lengthy process of standing down its existing

European agencies, of which there are many.



Until now, the company’s direct marketing has been handled in the UK by

the design agency, Parallel Creative Design.



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