afaqs!

Grey sweeps away creative duties for Dell India

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising | December 14, 2011
The agency's Bengaluru office has won the duties for the consumer and SMB division (CSMB) of Dell India following a multi-agency pitch.

The WPP-promoted Grey India's Bengaluru office has won the creative duties for the consumer and SMB division (CSMB) of Dell India. According to market estimates, the size of the account is said to be in the range of Rs 120-130 crore. The company spends about Rs 80 crore on print, and Rs 40-50 crore on television.

Confirming the development, Krishnakumar P, executive director, marketing, CSMB, Dell India, says, "The agency demonstrated a good understanding of the category and the direction in which we plan to grow. At Dell, our aim is to ensure that technology acts as a key enabler for our customers, giving them the power to do more."

The agency won the business following a multi-agency pitch that saw participation from four-to-five agencies in the initial stage. However, only three agencies, including Contract, Rediffusion-Y&R, and Grey, made it to the final round of the pitch process.

"This win is a big statement about Grey India's momentum.This pitch saw our cross-functional teams coming together from digital to activation to mainline," says Jishnu Sen, president and CEO, Grey India.

C. Harikrishnan, vice - president - South, Grey, remarks, "This is a significant win, as its not everyday that you get an opportunity to add a reputed, global brands like Dell to your portfolio."

Meanwhile, Mediacom continues as the media agency of record (AoR) for the company. In June, the agency had bagged the digital media duties.

In 2010, the company appointed the independent agency Iris, to handle the retail and marketing activation businesses.

In 2007, Dell made an official announcement stating that it would team up with the WPP Group to create a marketing agency to handle its account over three years. Together, the companies created a new agency Enfatico. However, 16 months after the creation of Enfatico, the agency was merged into WPP's Y&R Brands division.

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