The win, which saw Euro RSCG and recently-launched media partner MPG add Japan, Korea, Australia and New Zealand to their remit following a pitch against Omnicom shops DDB and OMD, will see the combination handle creative and media in all markets, except Japan, where Euro and MPG will partner with Haukhodo on media.
It is believed that Euro and MPG staffers handling the account once hiring is complete will jump from 75 to more than 150.
Euro RSCG was already looking after the business in China, Hong Kong, Taiwan, India, Thailand, Singapore and Malaysia, and boasts a 10-year relationship with the consumer tech giant.
“Digital and direct are very important to Dell,” said George Gallate, Euro RSCG Asia-Pacific and India chief executive officer, who will take on an additional role of brand director on the Dell account alongside Shanghai-based regional director of strategy, Matt Donovan.
“What this means is that we will be doing some technology-based marketer hiring in Australia, Japan and Korea.
“In Singapore, we’re going to be adding significantly to the operation, because that is being established as the regional hub for Dell.”
On the back of the win, Euro RSCG has named former MRM Singapore CD Robert Upton as associate CD of Euro RSCG 4G; Steve Kyriakou, from Saatchi & Saatchi Toronto, as copywriter and Leo Burnett creative Wee Loi as senior art director.
The realignment is also a major boost for the fledgling MPG network on the media side, headed by Vishnu Mohan as chief executive officer, which launched in January. With the network handling predominantly local market-specific accounts since it opened for business, Gallate noted that Dell was MPG’s first regional piece of business. “MPG Australia, a joint-venture between MPG and Mitchells, is already larger than WPP because of the joint-venture between the two,” he added.
“MPG is well established in India, and in operation in all other markets regionally.”
The consolidation coincides with Dell’s announcement it will launch a retail presence in key market China, which has, until now, been based on selling direct to businesses and consumers. Dell chiefs say the move could take place as early as this year.
