Dell Names Ammirati

Ammirati Puris Lintas in New York has landed Dell Computer’s $35 million home and small business group account after a review.
Another component of Dell’s account still in review, perhaps worth an equal amount, could wind up in the hands of APL or BBDO in New York, sources said. A decision on that portion is expected soon.
APL won the business in a review that pitted it against Temerlin McClain in Irving, Texas, and Bronnercom of Boston.
Goldberg Moser O’Neill in San Francisco, the incumbent, resigned the business last month over creative differences.
Agency presentations were held last week.
With the win, APL regains a place in the personal computer category; the agency lost the Houston-based $150 million Compaq account last summer to the former DDB Needham, New York (now DDB Worldwide Communications Group).
“We wanted an agency with strong strategic leadership qualities and one that had a lot of creative horsepower,” said a client representative.
The first work from APL is expected to appear later this summer, according to the client.
Martin Puris, chairman, chief executive and chief creative officer of APL, called Dell “the most exciting brand in the technology category and one of the most exciting and truly innovative brands anywhere in the world.”
Dell, headquartered in the Round Rock, Texas, suburb north of Austin, is one of the world’s top PC makers and leads in the direct sale category. The company’s home and small business group is its fastest-growing business segment, Dell said.