Bronnercom Builds Olds, Eyes Dell

Expands Work With Car Maker, Surfaces in $30 Mil. Computer Pitch
BOSTON-Newly renamed Bronnercom has scored a substantial increase in business from General Motors’ Oldsmobile division and has talked to Dell Computer about its $30 million consumer ad account.
The Boston-based shop formerly known as Bronner Slosberg Humphrey is already on GM’s and Dell’s roster. It handles GM direct marketing and online assignments, most notably for Oldsmobile and Pontiac GMC. The agency works mainly on new media projects for Dell through the San Francisco office of its Strategic Interactive Group.
Bronnercom is expected to pick up several million dollars in new billings from Oldsmobile following the client’s breakup with Frankel & Co., Southfield, Mich., sources said. Those duties are expected to include direct marketing, in-store and other assignments linked to various Oldsmobile promotions, according to sources.
Mike Sands, advertising director for Oldsmobile, confirmed that work from Frankel is being shifted to both Bronnercom and Leo Burnett, Chicago, Oldsmobile’s national agency.
Bronnercom president David Kenny would not comment on the Oldsmobile assignment or the Dell competition.
Following the resignation of its consumer advertising account earlier this month by Goldberg Moser O’Neill in San Francisco, Dell is evaluating Bronnercom, Ammirati Puris Lintas in New York and Temerlin McClain in Irving, Texas, sources said. Undisclosed others may also be pitching.
BBDO had been pursuing the business out of its New York and San Francisco offices but is no longer involved, though it is expected to retain Dell’s global and corporate branding account, even after a new consumer shop is named. Representatives of the Round Rock, Texas-based mail-order computer company declined comment.
Dell has fueled the expansion of Bronnercom’s San Francisco operations, where SIG serves as the company’s principal new media marketing resource [Adweek, Feb. 22]. That relationship helped Bronnercom, best known as a direct marketing agency, make an unexpected entry into the Dell review.
The $1 billion shop, which is 20 percent owned by San Francisco investment group Hellman & Friedman, is expected to tout its integrated approach in the Dell competition.
Along with its direct and interactive expertise, the agency has mainstream advertising experience. Bronnercom will launch a global branding campaign next month for high-tech temporary employment service Aquent Partners. -with Angela Dawson and Glen Fest