Dell Names 3 Shops for $50 Mil. Catalog, DM Account

DALLAS Dell Computer has awarded its consumer catalog business to Haggin Marketing and its small- and medium-size business catalog chores to the team of Interpublic Group’s Hill, Holliday, Connors, Cosmopulos and T3, The Think Tank, the client said.

The three shops will also handle direct marketing for their respective segments. The assignments are estimated to be worth $50 million all told, with the consumer portion assigned to independent Sausalio, Calif.-based Haggin the larger of the two, sources said.

The agencies won the business in a review that sources said included Omnicom’s Rapp Collins of Irving, Texas, which launched the consumer catalog in 1997 and has had the business since. That same year T3 of Austin, Texas, won the business catalogs account. Several undisclosed shops were also involved. Omnicom’s DDB in Chicago handles Dell’s advertising account. The client spent $360 million on measured media in 2002, per CMR.

Lee Gaddis, a principal at independent T3, said the agency partnered with Boston-based Interpublic Group shop Hill, Holliday to “leverage their strategic and research capabilities with our client understanding and state-of-the-art execution.” Client representative Amy King said the shops will not separate job functions among small and medium-sized target audiences.

King said contenders were initially were invited to submit proposals for both catalog businesses. Sources say agencies were asked to include the resumes of personnel likely to work on the accounts. After studying those, sources said, Dell determined which agencies should pitch for which account.

Peter Mitchell of Dallas-based consulting company Mitchell & McCue handled the review for the Round Rock, Texas, client.