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December 05, 2007

Direct Marketer Dell Turns to Agency-Building and Prioritizes Analytics

Response Magazine reports that Dell Computer just chose WPP Group to implement a new advertising strategy. In consolidating around 800 worldwide agency relationships to WPP, Casey Jones, Dell's vice president of global marketing, says that Dell and WPP will

"jointly develop what we hope is the greatest agency in the world."

We'll be watching with interest. Especially since none of this business awarded to WPP includes media buying, we wonder how they can create even a simply great agency.

Dell's Chief Marketing Officer also made an interesting comment:

"Dell CMO Mark Jarvis tells AdAge that analytics were crucial in the company's final decision to go with WPP - boosting the reputation of direct response tactics in the process. "Our interest was much more in the science and the analytics behind the agency," he says. "We expect every agency to be creative, but analytics was extremely important to us. Shareholder value is far more important to us than winning awards in marketing."

This is refreshing coming from a large corporation. Now the challenge is to apply the output of those analytics in a way that actually matters.

Posted by Jeff Small & Brett Astor at 03:29 PM | Permalink