Dell Selects Ammirati for Home, Small Business Account
"We want to establish an identity for our home and small business division," said Marci Grossman, a Dell spokeswoman, explaining that the first campaign, due in late summer, is expected to have a strong branding component in a addition to focusing on direct response.
Dell's other customer divisions, which include one group serving larger corporations and another serving educational and government accounts, also are seeking agency representation. Ammirati also is being considered for those divisions, Grossman said, although she declined to name any other agencies that might be competing for that business.
Meanwhile Dell rival Micron Electronics, Inc., a Nampa, ID, direct marketer that primarily targets small- and mid-sized business, recently tapped former Dell agency Goldberg Moser O'Neill as its agency of record.