• Brandweek, Tuesday, October 26, 2010 11:07 AM

Dell is moving away from price-focused, transactional ads and toward ads that develop the company's global brand image, Andrew McMains reports. A new consumer-directed campaign that includes print, TV, Web and outdoor ads illustrates that the brand offers something for everyone.

"We believe there's a real space for us to become the most-loved PC company in the industry," says Paul-Henri Ferrand, global CMO for the consumer and small- and medium-business unit of Dell. "[It's a] tall order but this is what the marketing strategy is aiming at."

The new ads from Wunderman broke yesterday even as Dell reviews global creative duties on advertising directed at consumers, small- and medium-sized businesses and public institutions. Search consultancy Select Resources International reportedly has narrowed the search to about a half-dozen shops for each customer segment and Dell executives plan to visit each shop before narrowing each list to four finalists, McMains reports.

Read the whole story at Brandweek »