GCI will be handling public relations for Dell's Americas business unit, a remit that covers North and Latin America. It won the work after a seven-way pitch that included the incumbent Fleishman-Hillard.
The pitch came about after Dell reorganised its business units under larger geographic areas, and the firm wanted a more cost-effective way of running its PR.
Teams in Texas and Colorado will lead the work for the US and Canada, while GCI's offices in Mexico City and Sao Paulo will head the work in Latin America, according to Barry French, director of communications for Dell.
French said that GCI had been hired because of its "creative thinking and track record in serving technology clients".
Despite losing its grip on the US account, Fleishman-Hillard retains it in the UK. Ogilvy PR handles Dell across EMEA.
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