Dell ditches Ogilvy in European consolidation

Dell, the world's largest personal computer maker, has shifted its entire EMEA account into GCI, a decision that is a blow to Ogilvy PR Worldwide.

The move ends US-based Dell's three-and-a-half-year link with Ogilvy, which has advised Dell on corporate and product PR on annual fees understood to have been at least £250,000.

GCI, which has handled Dell's in-country PR 'execution' since 2002 on a remit that has grown from 12 to 26 countries, is now Dell's sole EMEA PR adviser, EMEA corporate comms director Roger Wilson confirmed. He said: 'We wanted to consolidate - having a single point of (PR) contact across the network is easier.'

Ogilvy UK corporate and technology head Stephen Clark said: 'We can see the logic. We expect to more than replace any loss of revenue.'

Recent Ogilvy account wins being worked on in London include US-based tech firms MailFrontier and Evolving Systems.

Dell continues to lead the PC market against rivals such as Hewlett-Packard and IBM. It has diversified into servers, printers and consumer products.

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