DELL TOUTS BRAND
By Adnews Staff
U.S.-based Dell Corp. is telling consumers the advantages of buying directly from the manufacturer in its latest North American campaign that began last week. The campaign uses magazine, TV and newspaper ads created by J. Walter Thompson's Chicago office. In Canada, the agency's Toronto office localized the ads for the Canadian market and handled the media buy. Canadian PR is done by Strategic Ampersand of Toronto. The ads focus on Dell's business model, which sells computers directly to consumers. This is the computer makers first branding campaign. Until now, it mainly did product advertising. The campaign will roll out to other countries in the fall.
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