Dell hires Sid Lee, Arnold to support Y&R

Dell has hired agencies Sid Lee and Arnold Worldwide to work on its consumer business and small- and medium-sized business marketing, respectively. Their work will “absolutely” consist of “direct elements for all business units,” said Bob Kaufman, Dell spokesman.

Both agencies will work with Dell’s AOR, WPP Group’s Young & Rubicam, to market the company’s “the power to do more” tagline to consumers, said Kaufman. Dell tapped Barrie D’Rozario Murphy last month to create campaigns for public institutions.

Y&R, Dell’s AOR for three years, will continue in that capacity, but the other agencies will “add to the bench strength Y&R brings to the table.”

Kaufman declined to provide specifics on the campaigns each agency will create. He also declined to reveal if other agencies were replaced and which shops participated in the one formal RFP that he said was “initiated several months ago.”

“We’ve always been bullish on traditional contact points,” said Vito Piazza, VP and managing partner at Montreal, Quebec-based Sid Lee. “Dell will [take advantage of] our ability to provide a brand platform and a holistic solution that will allow them to bring the relationship with customers alive across different touch points.”

“[The Dell account win] is really important for us,” he added. “It’s incredible news. To have a client as important as Dell partner with us is a huge validation and source of excitement for us.”

It was immediately unclear what other agencies Dell is working with. When asked if the four agencies were the extent of Dell’s client roster, Kaufman said “Most of Dell’s marketing resources are dedicated to Y&R Brands, BDM, Sid Lee and Arnold.”   

Y&R, BDM, and Arnold could not be immediately reached for comment. The agency hires were first reported February 28 by AdWeek.

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