How far is Dell willing to go to regain ground on HP? The embattled computer manufacturer has enlisted ad services firm WPP to create an agency devoted exclusively to marketing Dell's wares. Even after a year of accounting woes and retail expansion, company executives have said that they're are prepared to invest $4.5 billion over the the next three years to forge Dell's marketing new initiatives.
It's hard to say whether this partnership will ultimately boost Dell's image. Rivals Apple and HP have led the charge when it comes to employing ad agency polish to their products. But for the longest time Dell's brand identity has been associated with its no-frills direct sales approach. With $4.5 billion in funds and a high profile partner like WPP, Dell should be squared away -- but we'll see what happens after the new ad campaigns are unleashed.
[Via Reuters]
