Dell seeks pan-European agency to boost business

Dell Computer Corporation is looking for a pan-European PR agency as it attempts to increase its share of the supply of PCs to businesses.

Dell Computer Corporation is looking for a pan-European PR agency

as it attempts to increase its share of the supply of PCs to

businesses.



Countrywide Porter Novelli is believed to be in the frame for the task,

which involves developing strategy for all aspects of PR throughout

Europe and the organisation of local agencies to implement strategy.



Dell has used Imagine in the UK on project work. Countrywide’s fellow

Omnicom group member Fleishman-Hillard has also worked for Dell UK in

the past.



The review follows the appointment of Annick Devillard as Dell’s

European PR director last February. She has responsibility for raising

the company’s profile across its 12 European subsidiaries. Its largest

European markets are the UK, France and Germany but it is also looking

to expand into southern Europe and the Middle East.



Dell abandoned retail stores in 1994 and sells custom-built PCs direct

over the phone, the internet and by direct mail to consumers and

businesses.



Some 90 per cent of its worldwide sales are to businesses.



Its business sales have overtaken Compaq’s in the US and it aims to do

the same in Europe. Europe accounts for 26 per cent of its sales.

However, despite overall sales of pounds 4.8 billion for 1996/97 Dell

trails Compaq in overall sales.



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