Dell, one of the world’s top computer makers, founded by Michael Dell in 1984 in Austin, Texas, has named VMLY&R as its lead creative agency for India. VMLY&R, which handles Dell globally, bagged the creative mandate for the world’s largest manufacturers of Window’s PCs and tablets after a multi-agency pitch. The agency currently looks after brand strategy and creative, martech, customer experience, social strategy, content, and thought leadership for the company globally.
The appointment demonstrates Dell’s larger strategic plan to adapt a “post-digital mindset” towards marketing. As the lead agency, VMLY&R has said it would go beyond “traditional creative agency duties” to foster an “overarching, connected consumer experience” for Dell, which will cover the entire spectrum of mainline, digital and social communications, platforms, experiences, and data.
Referring to the development, Ritu Gupta, Director Marketing, Dell said, “With the evolved customer journey and changing purchase behaviour it was important to select the agency that brings capabilities in elevating connected consumer experience.”
Referring to the Dell mandate, Anil K. Nair, Chief Executive Officer, VMLY&R India, said, “We live in ever-evolving world, where decades of digital adoption has now been compressed into a few months. It poses a great opportunity for an iconic brand like Dell to be portal; connecting them to various aspects of lives and they get to live, learn, walk and play. The mandate for VMLY&R India is to think beyond the obvious and focus on a superior and seamless customer experience.”