The account, which is reported to also include France, Germany and Ireland, where Dell has its European headquarters, was won after a shootout against Euro RSCG Wnek Gosper Partners and Danish agency AdPeople.
It is the first time that the US PC giant, which is the world's largest personal computer manufacturer, has brought its European advertising account under one roof.
Previously, work had been handled by a number of agencies. The £12m UK account had, until late last year, been with cdp-travissully while BMP had been working on Dell's corporate account.
Last year, Dell also appointed GCI to handle its newly created Europe-wide PR account. As with its ad account, it marked the first time Dell had used a single agency to work in its key countries in the region.
BMP will launch a television ad campaign to run across Europe as part of an effort to raise brand awareness, particularly outside the UK where Dell's most recent quarterly growth was 43% or almost four times the average for the rest of the industry.
The company has annual sales of more than $35bn (£21.05bn) in the year to January 2003, up more than 13.6%. Its product shipments were up 27% in the quarter to August, giving it more than four times the growth for the rest of the PC industry as revenues hit $9.8bn, up 16%.
Dell has almost 18% of the world PC and server market and, in its most recent quarterly report, performance was highlighted by combined server growth of 30%, which is said was nearly twice that of other companies in the UK, France and Germany.
The appointment of BMP does not affect media planning and buying across all of Dell's product divisions, which is handled by Carat.
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