F-H clinches corporate programme for Dell

Dell Computer Corporation has appointed Fleishman-Hillard to handle its European, Middle East and African corporate brand building programme.

Dell Computer Corporation has appointed Fleishman-Hillard to handle

its European, Middle East and African corporate brand building

programme.



It is the first time Dell has chosen to use one agency to oversee its

corporate PR strategy across Europe, the Gulf states and South

Africa.



The contract lasts for three years.



F-H won the work, thought to be worth a fee approaching pounds 500,000,

after pitching against Burson-Marsteller, Countrywide Porter Novelli and

Biss Lancaster. The win means that F-H now holds the account for Dell in

the US and Europe.



The brief includes developing strategy for 17 countries across the

regions and co-ordinating local agencies for implementation. F-H will

target the boardrooms of major businesses to increase its share of the

PC supplying market.



The decision to devise a corporate strategy follows the arrival of

Dell’s European PR director, Annick Devillard, in February.



’The scale of our business in Europe means that we want to step up our

investment in communications,’ Devillard told PR Week.



The account will be run from F-H’s London office and will be headed by

corporate and financial director Deborah Saw, who will work closely with

global account leader Andy Lark, senior vice president of F-H

Dallas.



Dell reported record European sales of pounds 416 million for the third

quarter of 1997, a growth of 45 per cent.



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