14 DAY TRIAL // Dell has announced that they will team with the WPP agency to handle advertising and marketing. This initiative sustains the company's efforts in the past six months to get consistent on their messaging services.
"Together with the WPP agency, Dell is creating a new marketing model designed to further propel Dell's growth. We've been calling this 'Project Da Vinci' because we've been looking for the combination of artist and scientist-an agency that has both the creative horsepower and ability to measure the business impact of their work", explains Mark Jarvis, Dell's chief marketing officer, on the corporation weblog.
The company to take over Dell's marketing sector has been picked after a strict reviewing process that followed the criteria imposed by the DaVinci project leader, Casey Jones. He stated that "when you have one billion people online and another one billion joining them over the next four years, it becomes very important for us to have the right analytics, the right team and the ability to build campaigns in days, rather than months."
Dell has taken into consideration the idea of growing the channel sales, but when the On-Demand Desktop Streaming service was finally available, the company cut the channel out. The corporation's executives are trying to find a solution for implementing a channel program by the end of the year. Under time pressure, Dell has "summoned" solution providers into a virtual meeting and chose WPP as marketing partner. The WPP consortium employs more than 100,000 public relations, advertising and marketing specialists, and is made of famous firms as Blanc & Otus, Burson-Marsteller and Ogilvy and Mather.
"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", said Casey Jones, Dell's Vice President of Global Marketing.
The WPP consortium is alleged to find the marketing model that would allow the company to increase their channel sales. Dell's experience in the channel sales field is somehow limited, since the company has specialized on direct sales in their 23 years of activity.