Dell Computer Corporation, the world’s largest direct PC
manufacturer, has hired August.One Communications to handle PR and
government affairs in the UK and Ireland, with fees rumoured to be
August.One, part of the Text 100 Group, will also be tasked with
building the Dell brand as an e-business leader. ’A lot of the work will
be a positioning job,’ said the agency’s UK MD Tariq Khwaja.
August.One’s team of eight on the account will back up the four-strong
in-house PR department, reporting to Dell head of communications,
Previous agencies employed by Dell include Fleishman-Hillard Saunders in
Dublin and Insight Marketing and Communications.
August.One will take over media relations in Dell’s three main sales
areas: corporations, education and home/small business. It will also
co-ordinate an analysts campaign and a speaker bureau.
Despite issuing two profit warnings in a row, Dell reported sales of
pounds 4.1 billion in the fourth quarter of 1999 with pounds 268 million