Dell needed a strategic partner to help them implement new ways of working around a global marketing delivery model that focused on speed, cost efficiency and brand consistency. With internal teams stretched, Dell was looking for a partner that could help them devise agile ways to market, compete at scale and position Dell for the data decade.
Wunderman Thompson Dell B2B Creative Team
Push the boundaries of what’s possible to develop customized approaches for consumers, small businesses and enterprises alike.
Our global delivery solution for Dell started with launching a bespoke Wunderman Thompson onsite team at Dell and creating a hybrid client-agency operating model. Proximity to our day-to-day client stakeholders allows our creative team to be agile onsite and also be supported by a traditional agency environment and culture.
Agile teams improve Dell’s creative campaigns – resulting in world-class output that enables Dell to tailor campaigns centrally, regionally and locally. Working in virtual models and daily stand-ups, the global team is powered by a robust global agency community, culture and infrastructure. Talent swaps between central and regional hubs broaden our way of working and nurture collaboration.
Our proactive thinking has changed the way Dell approaches demand generation and marketing communications. We also created the Dell Annual Sales Event, a Prime Day-style sale to accelerate growth. These projects require ongoing upgrades and refinements, which we manage strategically to support Dell in an evolving marketplace.
Our partnership has vastly improved Dell’s content ecosystem, enabling it to drive growth on a global level for production and delivery of creative assets, dynamic creative support and marketing technology. We’ve overhauled Dell’s organizational approach for individual, small businesses, and enterprise customers and revolutionized the way they create, personalize and deliver up to 50,000 pieces of content in 45 languages around the world.
This new framework has increased utilization rates on global creative assets, reduced time to market by 50% and cut costs by 25% year-on-year. Our redesign of Dell’s small business catalog resulted in a 100% increase in circulation, a 16% performance boost and a 13% jump in purchase intent.
We also built DellShare – a next generation engagement platform that provides over 3,000 Dell users around the world with access to their global marketing delivery framework, and each year we’ve added new functionality to it to support new user needs and marketing requirements.
We can say with confidence that we’ve inspired growth across all of Dell’s platforms, which is reflected in our yearly agency survey that asks more than 350 Dell marketers around the world to rate all WPP agencies. Over the last three years, Wunderman Thompson has achieved top ratings and been recognized as “outstanding” across both category performance and overall satisfaction averages.
Wunderman Thompson and Dell are expanding into a wide range of new areas, including virtual events, a next-generation production roadmap, a Dell Search Center of Excellence, and in 2016 we further strengthened our partnership by taking on Dell’s lifecycle marketing (LCM) work.
Just some of the things we have planned to inspire growth for Dell.