Dell, BBDO Prepare to Part Ways

CHICAGO Dell and Omnicom Group’s BBDO are parting ways on the computer company’s consumer broadcast and print business, an agency representative confirmed.

The Round Rock, Texas, company viewed BBDO New York’s recent creative win on Best Buy’s $200 million account as a conflict, according to the representative. The Dell account had been handled at the network’s Atlanta office. BBDO’s work for the client featured the tagline, “Purely you.”

A client representive, however, said a new tagline would soon make its debut: “Dell is working with several agencies to communicate to customers our new ‘Yours is here’ campaign that will be out beginning next week.”

In terms of BBDO’s status on the business, the rep said only, “We are unable to confirm operational details between Dell and its partners.”

It was unclear where the account might go. Omnicom’s DDB in Chicago handles business-to-business advertising for the company. Independent shop Mother in New York has also recently created consumer advertising for Dell, according to sources.

The client spent $730 million in all U.S. measured media last year, according to Nielsen Monitor-Plus. BBDO’s portion of the business has been estimated as high as $150 million, per sources.

The client hired BBDO about a year and a half ago, marking its second stint at the agency. The New York office shared the account with Interpublic Group’s Lowe in New York until April 2001, when the client consolidated the business at DDB in Chicago. BBDO had handled corporate-image advertising, and Lowe had the retail part of the business at the time.

Contenders in the 2006 review were undisclosed, but it is believed the client met with only Omnicom-owned shops.

This story updates an item posted earlier today with a client comment and Dell’s new tagline.