Dell and WPP to create “the greatest agency in the world”
December 3rd, 2007
Ladies and Gentlemen, we can all stop striving to be the greatest agency in the world: Dell and WPP are going to do it for us. Why? Because they decided to. Never mind that the agency doesn’t have any employees yet (but will have 1,000+ at some point).
Oh, and then there’s this tidbit: “The new strategy would also help the PC-maker turnaround after a tumultuous period — which included a massive battery recall, top management changes and delayed filings with the Securities & Exchange Commission.”
Sure. A new agency created out of thin air can totally fix those things. Advertising smoke and mirrors is all you need, right?
But the best part of the AdAge article is the quote from Casey Jones, VP-Global Marketing at Dell, that Dell and WPP will “jointly develop what we hope is the greatest agency in the world.”
Man, oh man, it’s good to laugh long and hard on a Monday morning. Thanks for that, Casey!
Okay, okay, it’s not all bad. The bit in there about the plan to have an integrated strategy where both agency and client have a major stake in the success of this whole thing is actually great to see. As for “the greatest agency in the world?” Time will tell.
Other posts by Spike.
bob pearson says:
Spike, our goal is to go from having 869 agencies to having one organization with one P&L that can spend 100% of its time focused on our customers. We want to avoid the endless pitching and associated time that could be put to better use. Our biggest driver will be to become highly efficient in spending time on the customer…period. We hear from 5 million people per day and we want to build a better way to listen and deliver on what our customers are telling us. My gut is that if we improve in this regard, this will be appreciated with time. All the best, Bob Pearson, Dell
December 3rd, 2007 at 5:24 pmolivier says:
Hope is good.
Monday morning laughs are better.
December 3rd, 2007 at 5:54 pmSpike says:
Bob,
I love it how you guys show up to the party - thank you for the comment. Your goal to whittle down your agency numbers to one is admirable. And the fact that you want to spend time on the customer (and hopefully improving your products) is even better. I’m on board with you there (even though I’m an Apple loyalist).
The point of the post was to call out some ridiculous quotes from the AdAge article. Both Dell and WPP seem smarter than to say things like that. I mean, come on.
Nevertheless, we wish you the best of luck. Thanks again for caring enough to comment.
December 4th, 2007 at 6:16 amCam Beck says:
Funny. The “smoke and mirrors” comment reminds me of some electioneering taking place as we speak.
Don’t watch what I do, listen to what I say!
That said, I’m sure Dell is working on those problems as well. Marketing’s influence over that development is probably a little less than severely limited.
December 4th, 2007 at 8:12 amVirginia says:
I think one unsung aspect of the 869 -> 1 agency efficiency is time that was formerly wasted by incumbent agencies trying to position against each other. I vividly recall that being a bit of an issue while I was there and managing relationships with 4 outstanding, but overlapping agencies just within my little corner of responsibility.
December 5th, 2007 at 8:26 amIdetrorce says:
very interesting, but I don’t agree with you
December 15th, 2007 at 3:38 amIdetrorce