Dell Calls JWT For Rewrite

With the launch of its $70 million global brand campaign less than two months away, Dell Computer is said to be unhappy with the new tagline and has sent J. Walter Thompson, Chicago, back to the drawing board to find a phrase that better conveys Dell’s direct sales paradigm.
Dell executives have told JWT that the tagline it created, “Take the direct approach. Dell. Fast. Forward,” lacks clarity and fails to convey the uniqueness of Dell’s direct approach, according to a source familiar with the work.