Dell has announced a new agency agreement with WPP, a communications services provider, valued at $4.5 billion in agency billings over three years to create a new global integrated marketing and communications agency.
Together with the WPP agency, Dell is creating a new marketing model called ‘Project DaVinci’, designed to further propel Dell’s growth. The agency will be charged with building shareholder value via programs that are centered on ‘creativity with a business purpose’. We believe this is the first time a global client and agency have come together to redefine the ‘agency’ on such a scale.
Casey Jones, vice president of global marketing at Dell, said: Instead of dating 800 agencies, we are creating a partnership with one firm. We want our partner to spend 100% of their time thinking about our customers, rather than how they will get the next assignment.