IPG, WPP Square Off for Dell

NEW YORK Teams from two holding companies—WPP Group and Interpublic Group—have advanced in Dell’s global marketing services review, with final presentations slated for mid-October, sources said.

Revenue on the global account, which includes advertising, digital, direct marketing and media duties, is estimated at $100 million. Dell spends approximately $700 million annually in global measured media.

IPG has put forth a collection of agencies representing different disciplines, while WPP is offering to create a dedicated unit made up of individuals from different disciplines, said sources. “Heresy” is said to be the working name for WPP’s proposed unit.

IPG’s team includes The Martin Agency, for domestic ads; Lowe, international ads; R/GA, interactive duties; MRM, direct marketing duties; and Jack Morton, events, said sources.

WPP and IPG emerged from a pack of five holding companies that also included Publicis Groupe, Havas and Omnicom Group. The review revolves around credentials and capabilities.

In the U.S., Dell’s creative business is split between independent shop Mother here, which handles consumer-directed duties, and Omnicom’s DDB in Chicago, which has business-directed chores. Omnicom’s Prometheus in Chicago handles domestic media duties.

The final presentations will take place at Dell’s headquarters in Round Rock, Texas, said sources. IPG and WPP declined comment and Dell did not return calls.