Dell's VP of global marketing and communications spoke to PRWeek executive editor Keith O'Brien a few days before Dell announced its new global marketing agency. He discussed the rationale behind Dell's decision, detailed the anticipated agency structure, and how the agency will improve efficiencies.

What's the thinking behind the agency?

We want to marry the art and creativity of communications with the science of doing business. We're much less interested in traditional media analytics that tell you what what PR did for ...