Dell Computer Corporation has ended its six-month search for a
European public relations chief with the appointment of Annick
French-born Devillard joined the company last week in the role of
European corporate communications director. She was previously a
Devillard’s precise brief remains unclear, although she will have
general responsibility for raising the company’s profile, devising
communications strategies and promoting Dell’s product offering to
business managers and IT directors across Europe.
She will be based at Dell’s European headquarters in Bracknell,
Berkshire, and report to Martyn Ratcliffe, senior vice-president for
Europe, Middle East and Africa.
Devillard’s appointment is believed to be the first time Dell has
recruited a European public relations director, although the company
considered creating such a role three years ago (PR Week, 19 August
Based in Texas, Dell Computer manufactures its own line of desktop PCs,
notebook computers and servers but sells its products directly through
telephone and direct mail methods instead of retailers. Computers are
custom-built according to client specifications, rather than being
constructed to a standardised format.
Although the European market accounted for 30 per cent of its pounds 3.3
billion sales last year, Dell has struggled in some countries,
especially France and Germany, to convince potential buyers to buy
direct and make credit card purchases. The company is also seeking to
expand into smaller south European and Middle East countries.
Devillard, who is visiting the US, was unavailable for comment.