Dell mulls review with pre-RFP call

The review process will reportedly include above-the-line and direct mail creative for five designated regions in Asia-Pacific, along with media buying and planning. Currently, Dell is serviced by Euro RSCG Worldwide in China, Hong Kong, India and Australia. Hakuhodo handles Japan, Singapore, Malaysia, Taiwan and Korea. The closed tender is expected to take between three to six months, with the Japan business due to commence this August. China and Hong Kong are set for a start date in September, along with Korea. South Asia, consisting of Singapore, Malaysia, India and Taiwan, is expected to commence in October this year, while Australia and New Zealand will come online by the end of 2005. "As far as I am concerned, we signed a two-year contract with Dell in April of 2004, and I haven't received any notice that would contradict this contract," said Euro RSCG regional chief executive officer Vincent Digonnet. "I have a letter saying they will honour the contract." Meanwhile, a source involved in the process stated that Dell was looking to realise cost benefits -- and that it would not necessarily choose one network for the entire Asia-Pacific region. "It's just to streamline and synergise the operations," said the source. "Operationally, I think (one agency) would be ideal but obviously it will depend on the cost factor." Dell is believed to be targeting networks with pan-regional below-the-line capabilities -- given the predominance it attaches to direct response marketing. "Dell is the ultimate retailer," said an industry source. "They will be looking for a network with strong direct response capabilities, and the right price."