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Phil Gomes

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Saturday, December 08, 2007

Posted by philgomes 12:56 PM
My Thoughts On Dell, WPP, And Da Vinci

My Thoughts On Dell, WPP, And Da Vinci

By now, everyone knows that WPP won the bakeoff for Dell's worldwide ad/marketing/PR/comms business, consolidating what was once 850+ marketing agency relationships into a project code-named "Da Vinci".

(Of course, my employer competes with several units of WPP and IPG, both of which are gigantic marketing-firm holding companies that were vying for Dell's business. In other words, Edelman (as big as it is) only competes with parts of such holding companies. So, no this post isn't "sour grapes.")

My one thought here: Does anyone remember Oracle's "Avalanche PR" experiment nearly a decade ago? After a successful five-year run with Applied Communications, Oracle decided to go with a megafirm built by Cunningham, Hill & Knowlton, and Ogilvy, Adams & Rinehart. In no time at all, Applied had the business again. Presumably, no research-related parting shots were fired. (Talk about sour grapes. Jeez.)

Outside-looking-in, Avalanche had all of the elements of Carly-Fiorina scale business deal — rare in the marketing services business. Incredible amounts of diligence will be required to keep the Da Vinci battleship on course. In the process, marketing shops large and small will learn plenty.

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