Dell, WPP Form Project Da Vinci Marcom Agency to Serve Dell

Dell and WPP are getting together to form a specialized marketing communications firm that does one and only one thing - serve Dell. The computer maker will invest invest $4.5 billion in billings in the agency over the next three years, PR Week reports via John Battelle. Note - several WPP agencies compete with Edelman, my employer. Andy Lark has a bit more.

On the surface, this seems like a good deal. Dell gets to drive efficiencies - something it does well - by consolidating their business with one shop that they own. If the agency performs then one assumes Dell benefits in multiple ways. Further, WPP gets a big piece of client business exclusively for at least three years, perhaps longer.

The real proof point is going to be Dell sales. The dirty little secret of the marketing community is that competition for business and talent is what keeps many agencies sharp. It's very easy to move an entire account from one agency to another across town and then again until you find the next big idea to replace the last one. So Dell will have to make sure this newco stays fresh and continues to pump out creative ideas.

Mending cultures will be interesting too. Which personality will this new company adopt - that of its very efficient, practical mother or very creative father or both? Some kids don't show their personality until age three so let's hope that Project Da Vinci establishes this early on.