Dell Consolidates European Marketing Operations

03 March 2003

US direct-sell manufacturer Dell Computer Corporation has grouped its diverse European home and small business marketing divisions into a single unit headed by Neil Stevens, former marketing director of that division in the UK and Ireland.

Until now, each of the European nations in which Dell operates managed its own marketing team and appointed its own agencies, ten above and three below-the-line. All will now report to Stevens, who seeks consolidation: “We are looking at getting efficiencies out of this – and running ten creative agencies across Europe is not efficient.”

Currently, Dell’s pan-European TV business is handled by BMP DDB, media operations by Carat. The latter is unlikely to be affected by the reorganization.

The revamp does not affect Dell’s Enterprise division, which maintains and fosters relationships with public sector companies, global clients and large businesses. Enterprise is currently without a marketing rudder after the exit late last year for “family reasons” of quondam marketing director Nick Eades.

Data sourced from:; additional content by WARC staff