Dell, the computer technology company, has appointed brand experience agency, VMLY&R as its lead creative agency in India for both the consumer and small business portfolio. The mandate was won after a multi-agency pitch.
The move indicates Dell’s intent to adopt a post-digital mindset towards marketing. As the lead agency, VMLY&R said it will go beyond traditional creative agency duties to create an overarching connected consumer experience for Dell, which will span the entire width from mainline, digital and social communications, platforms and experiences, and data.
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.”
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Anil K Nair, chief executive officer, VMLY&R India, said, “We live in an 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 a portal; connecting them to various aspects of their 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.”