• Ad Age, Thursday, August 2, 2007 10 AM

Dell Computer's $760 million account is the subject of a holding-company war as Omnicom, Interpublic, WPP, Publicis and Havas mix it up over the business, all creating special teams to try and consolidate it. Mother, New York, currently handles creative on a project basis for Dell's Inspirion laptop, while Carat does media buying and planning in Europe, Middle East and Africa.

Both could gain from an account shuffle if the company decides not to go with one multinational. Omnicom's DDB takes care of enterprise marketing and business-to-business duties, while sibling Prometheus has media responsibilities in North America. Interpublic's MRM handles direct marketing. BBDO did consumer broadcast for Dell until it got Best Buy, putting it in conflict.

Insiders say Dell's focus is now global and going with one holding-company might be the answer.

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