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Shelton Fleming Associates
Shand House
14-20 Shand Street
United Kingdom

Registered in England 1647866

+44 20 7378 7021

Dell builds challenger brands

Positioning to leverage digital transformation

DELL, better known for their roots in online retailing and customised computing hardware, built a $2billion dollar business in enterprise software and consultancy. This is the division we worked with in the financial services market.


DELL Services target is challenger banks. DELL wanted to be positioned as a more agile strategic business consultancy, with a suite of advanced enterprise solutions, capable of enabling financial service companies to fast track digital transformation.



The launch pad for their global growth initiative was SIBOS 2016. We designed and produced their exhibition booth, to reinforce a consultative approach, and shed the hard sell, e-commerce perceptions. At the heart of the booth was a looping film on an imposing media wall. This highlighted their solutions to the issues challenging the financial services sector.

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