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Short Take: Dell enlists global advertising agency

Dell Computer has named J. Walter Thompson Worldwide as the advertising agency that will support its forthcoming global branding initiative. The multiyear program, aimed at promoting a consistent worldwide message about Dell's direct-marketing model, will encompass broadcast and print advertising, as well as promotional events and related activities. While the company did not disclose projected billings for the program, it will be the largest single advertising and promotional campaign in its history.

Dell Computer has named J. Walter Thompson Worldwide as the advertising agency that will support its forthcoming global branding initiative. The multiyear program, aimed at promoting a consistent worldwide message about Dell's direct-marketing model, will encompass broadcast and print advertising, as well as promotional events and related activities. While the company did not disclose projected billings for the program, it will be the largest single advertising and promotional campaign in its history.