Dell Consolidates Retail at Makos

Assigns National Branding for Computer Refurbishing Division
DALLAS–Makos Advertising, Marketing & Design has won the estimated $6 million consolidated national account of Dell Refurbished, a division of Dell Computer Corp.
The deal involves an amendment to the computer maker’s existing agreement with Ammirati Puris Lintas, which handles national brand efforts for its $80 million home and small business account.
Makos previously had serviced Dell Factory Outlet, the sole retail venue of Dell Computer Corp. Located near the firm’s Austin, Texas, headquarters, the outlet sells discounted, refurbished computers that have been returned to Dell for performance defects or exterior flaws.
Based on the success of a current brand campaign and previous media placements, the company chose to consolidate the rest of Dell Refurbished’s business at Makos.
“Clearly Makos can handle a campaign on a national level,” said Katheryn Weldon, senior marketing manager of Dell Refurbished. “This is not any reflection on [Ammirati’s] ability because they’re an awesome agency.”
Weldon noted that Dell is planning a simplified, online-oriented national campaign for the division.
“[Dell] was really pleased with the great creative and the efficiencies of working with a local agency,” added Makos representative Kathy Christensen.
Makos began working with Dell in 1998, prior to the company’s split with Goldberg Moser O’Neill, San Francisco, and the appointment of Ammirati in May. Its initial work was limited to advertising sales specials in local newspapers. This summer marks the appearance of the first brand work for the client in 22 newspapers and regional editions of national magazines such as Time and Newsweek. Direct mail, radio and billboards will also be part of the six-month campaign.
The creative work shows an executive in a business suit being hoisted on the shoulders of his enthusiastic co-workers. The slogan: “More money left over to fund a monster office party.”
The campaign is directed at small businesses, which account for 50 percent of sales at the outlet. Media buys are concentrated in the Austin area, although there is an 800 number for national sales.
“It’s kind of neat in that it’s ‘immediate Dell,’ you don’t have to wait to get it,” said Makos account supervisor Sandy Hancock.
Dell has no current plans to open additional retail outlets.