Third Dell Contender Arrives

BOSTON-The newly renamed Bronnercom has surfaced in Dell Computer’s $30 million consumer/home business ad account, joining contenders Temerlin McClain of Irving, Texas, and Ammirati Puris Lintas in New York, sources said.
Dell parted with Goldberg Moser O’Neill, San Francisco, two weeks ago, although Goldberg was initially invited to defend the business.
The Boston-based agency, formerly known as Bronner Slosberg Humphrey, is already a Dell roster shop. The shop works mainly on interactive chores for Dell through the San Francisco office of its Strategic Interactive Group division.
Bronnercom president David Kenny declined comment on the Dell competition, as did a representative of the Round Rock, Texas-based mail-order computer company.
Temerlin officials have also declined comment and referred calls to the client. Other undisclosed agencies may be in the review as well.
BBDO had been pitching the business out of its New York and San Francisco offices, but is no longer involved. It is expected to retain Dell’s global and corporate branding account.
Dell has fueled the expansion of Bronnercom’s San Francisco operations, where the Strategic Interactive Group serves as Dell’s principal new media marketing resource.
That relationship helped Bronnercom, best known as a direct marketing agency, make an unexpected entry into the Dell review, in which it is expected to tout its integrated approach to building brands.
The $1 billion independent shop-which is 20 percent owned by San Francisco investment group Hellman & Friedman-has enjoyed some recent mainstream advertising expertise.
In May, Bronnercom will launch a global branding campaign for high-tech temp
service Aquent (formerly MacTemps). Last year, the shop created a California TV
campaign for Enron.
-with Angela Dawson and Glen Fest