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How to integrate marketing during a $60bn merger

Roelof Holwerda

In 2016 Dell completed a $60bn deal to acquire EMC. It would be the largest technology merger in history.

Most computer users will be familiar with Dell, the third-largest computer vendor in the world behind HP and Lenovo, but fewer will know EMC, a company with a large legacy business in packaging, selling and making software for computer storage systems. Roelof Holwerda was charged with project managing the marketing integration across Europe, Middle East, and Africa during the historic deal that took place in 2016.