Dell believes in the Da Vinci code.

So the news is now out that WPP is to create a dedicated agency for advertising, PR etc which is code named Da Vinci for Dell. It's a bold move for the business and one that will likely have its share of successes and failures. The biggest challenge is clearly going to come on the talent front. Perhaps not so much at the beginning when it's all 'new' but down the track when the client is past the honeymoon phase and the real work has begun. It will be then that the new agency will have to sell people on the benefits of only working on one piece of business. Star talent will not want to feel like a contractor that's for sure. What is certain is that this move will be watched by others to see what can be learned.