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JWT Readies $110 Million Branding Effort
CHICAGO–J. Walter Thompson here launches Dell Computer Corp.’s first global branding campaign next week with the tagline “Be direct” and total billings of $110 million.
The tagline is intended to emphasize the direct approach the Round Rock, Texas-based computer marketer takes with its customers, said Scott Helbing, vice president of corporate brand strategy. The tagline also incorporates the company’s www.dell.com Internet address, he said.
The “Be direct” tag is a marked departure from “Take the direct approach.
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