Dell Consolidates Commercial Creative Work at Y&R

Business had been at Arnold

Young & Rubicam has landed more Dell advertising as the computer giant consolidates work for the small- and medium-business segment at the WPP unit. Dell made the decision to move the assignment from Arnold Boston last year and the transition is currently underway.

Last year, Dell moved its consumer advertising back into the WPP fold when it shifted that assignment to Y&R—already on Dell’s roster for global brand work—from Montreal independent Sid Lee. Sid Lee picked up the business from Y&R’s Wunderman unit in early 2011 at the same time that Havas’s Arnold was tapped by Dell. In 2009 Young & Rubicam Brands absorbed Enfatico, the stand-alone global agency WPP created for Dell.

In the first nine months of 2012 Dell spent $52.5 million in measured media according to Nielsen, an amount that does not include digital or business-to-business marketing. In 2011 Dell spent $107.3 million, per Nielsen.

The current roster change does not impact Dell’s working relationship with Minneapolis agency Barrie D’Rozario Murphy, which handles advertising aimed at public institutions, or media shop MediaCom.

In confirming the shift, Dell rep David Frink said: “This will drive tighter integration of our commercial creative work with overall Dell brand creative, creating a simpler creative development process requiring fewer touch points. The consolidation … is not a reflection on current agency performance.”