The appointment for the first time of a single agency to work in its key countries in the region follows a restructure that has also seen the scrapping of accounts with agencies in 12 countries.
Among the agencies GCI is replacing is August.One Communications, the UK account holder since last October (PRWeek, 5 October 2001).
Other countries being covered are France, Spain, the Czech Republic, Poland, Sweden, Norway, Denmark, Belgium, the Netherlands, Italy and South Africa.
This latest agency hire does not affect Dell's relationship with Ogilvy PR Worldwide, which continues to cover a pan-European role.
Dell EMEA comms director Jerele Neeld said that while GCI will manage PR in each country, Ogilvy will continue to handle pan-EMEA corporate and product PR, as well as comms surrounding the firm's financial results.
Neeld said PR work to be carried out by GCI would include raising the profile of server and storage products. and that of senior executives in each of the 12 countries.
'The focus on Michael Dell, (founder and CEO) will not go away. What we want to do is to raise the profile of some of the other outstanding people ... including the local MDs,' he added.
The GCI team is led by associate director Nicola Taylor, who reports to Neeld.