MattCreamer.com

Last Sunday, while most were watching football, Dell was announcing its latest agency situation. It’s hired WPP Group, one of the largest owners of ad agencies, to create an agency from scratch to service its $1.5 billion a year that business.  All major disciplines–ads, media, PR, direct–will be under one roof and there’s a single P&L to eliminate inter-disciplinary griping. That new construction, yet to be named, can also work for other clients, provided they’re not competitors of Dell. This is huge news in the business. While WPP and its ilk often form corporate structures dedicated to major consolidated accounts, nothing of this scale has been tried. Regardless of how it pans out, one thing is clear. Marketers, especially those at sprawling complex businesses, are jonesing for solutions that get past silos and offer a single, uncomplicated point of entry. My prediction is that agencies will be called upon to do stuff like this more often, though maybe not as such a dramatic scale.

Here’s the story.