Dell Selects Ammirati for Home, Small Business Account

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Computer direct marketer Dell Computer Corp., Round Rock, TX, selected Ammirati Puris Lintas, New York, as the new agency of record for its home and small business advertising account. Dell had begun a review to select a new agency for that part of its advertising in March, and longtime agency Goldberg Moser O'Neill resigned all of its Dell business shortly afterward.

"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.

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