Agencies Focus Media Group and Imagine Nation have won the tender for a new Dell Technologies project covering 32 CEE markets.

Scope of the won project

Both agencies, which operate within the Focus Media Group on a daily basis, worked together on the bid and will also deliver it jointly under the won tender. The activities cover, on the one hand, designing for usability and business needs as well as the UX of a platform dedicated to the new B2B programme. On the other hand, they involve planning and implementing communication for the programme addressed to Dell Technologies' business partners across the entire Central and Eastern Europe region, spanning 32 markets in total.

 

About Dell Technologies:

Who Dell Technologies is

Companies in the Dell Technologies group (Dell, Dell EMC, VMware, Pivotal, RSA, Secureworks and Virtustream) are present in more than 180 countries worldwide, serving as many as 99% of companies on the Fortune 500 list. Dell appeared in Warsaw more than 20 years ago, while in 2016 the merger of Dell and EMC created Dell EMC, which provides the most comprehensive offering of products and technology solutions.

About Focus Media Group:

What Focus Media Group does

An independent holding of advertising agencies operating since 2003. Focus Media Group's competencies include integrated marketing, ATL, BTL, digital, as well as events and experiential marketing. The agency's clients include PZU, Dell EMC, Telewizja Polsat, Mercedes-Benz, Brown-Forman, Philip Morris Polska Distribution, Velux and Bouygues Immobilier Polska.

 

Terms from the article

ATL — Above The Line / mass communication. Advertising activities carried out in mass media, traditionally such as television, radio, press, cinema and outdoor. They usually serve broad reach and brand awareness building.

Why it matters: It builds mass brand awareness: television, radio and outdoor reach where precise targeting cannot. A brand known from the screen later wins more easily online.

When it is used: When building awareness of a new brand, launching mass products and image campaigns.

What skipping it risks: Without mass communication, a brand grows only among those already interested — new audience groups remain out of reach.

Dell Technologies tender: the agency's role is a new B2B platform

How the agencies will handle the Dell Technologies B2B tender

B2B — Business-to-Business / company to company. A business model in which a company sells products or services to other organisations. The decision-making process usually involves more people, a longer sales cycle, bidding and expert content.

Why it matters: It forces different communication: the decision is made by a committee, the cycle lasts months, and the content must convince an expert, not a consumer. Effective B2B marketing is knowledge and trust, not impulse.

When it is used: When selling to companies: expert content, long cycles, bidding, business relationships. Used in two areas: B2B marketing and as a business model (company-to-company sales).

What skipping it risks: Treating a business client like a consumer ends in a campaign that shines but never gets through the purchasing department.

BTL — Below The Line / direct and activation communication. Marketing activities directed more precisely at the recipient, e.g. promotions, events, sampling, POS materials, emailing, activations and loyalty programmes. The boundaries between ATL and BTL are fluid today.

Why it matters: It reaches precisely where the decision is made: an in-store promotion, an event, a mailing to your own database. The effect is visible faster and easier to measure than with a mass campaign.

When it is used: For sales promotions, sampling, events, loyalty programmes and communication with your own databases.

What skipping it risks: Mass reach alone does not close sales — without activation at the shelf and direct contact, some interested people never buy.

Summary

Agencies Focus Media Group and Imagine Nation, operating within one holding, have won the tender for a project for Dell Technologies. Their task will be to design a platform for the new B2B programme and implement communication aimed at business partners in 32 markets across Central and Eastern Europe.

Dell Technologies serves as many as 99% of companies on the Fortune 500 list, and has been present in Warsaw for more than 20 years. Focus Media Group, an independent holding operating since 2003, counts brands such as PZU, Telewizja Polsat, Mercedes-Benz and Philip Morris among its clients.