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.
