WPP client Dell Technologies is rolling out its global in-housing initiative, reshaping media-buying strategy

"Dell Technologies is implementing an in-house approach to its global media-buying operations, estimated to be more than half a billion dollars annually, as part of a strategy that will alter its relationships with partners. It's a project that is still in situ, but began in earnest in Q1 this year, and one that sources believe will have a significant downstream impact on its traditional roster of advertising partnerships, such as long-time agency partner WPP Media."

"In recent months, separate sources, all of whom requested anonymity due to the sensitivity of the developments, independently informed Digiday that Dell was considering such moves. This was after earlier experimentation with MediaMonks - activity that is understood to have since been abandoned."

"Dell declined to comment extensively when approached by Digiday, although a spokesperson noted that the company is "working with WPP to evolve our approach to advertising to ensure we reach the right audiences with messages that resonate." However, it is widely known that its marketing activity is helmed by Kristen Nolte, svp, global consumer and small business marketing, and Briana O'Dea, director, global media campaign strategy, both of whom spoke publicly about this strategy earlier this year at the Cannes Lions Festival of Creativity."

Dell Technologies is implementing an in-house approach to its global media-buying operations, estimated at more than half a billion dollars annually. The project began in earnest in Q1 and started with the Latin American operation as part of a phased rollout. Search and social activity are the first two pillars to be brought in-house, with rollouts planned for Europe and APAC within the next 12 months. Earlier experimentation with MediaMonks has been abandoned. The move will alter relationships with traditional advertising partners such as WPP Media. The rationale includes better cost-effectiveness, more accurate ROAS calculation, faster market response, and closer sales-marketing integration.

Read at Digiday