HP to Name New Agency for Computing Unit in March

Incumbent Goodby Quit in November

Hewlett-Packard expects to make an agency selection for its worldwide personal computing unit by the end of March, as outside consultants Pile and Co. now reach out to agencies.

The company said roster shops Twofifteen McCann and BBDO have been invited to participate in the review. The computer giant is not disclosing which other agencies are being asked to participate in the search process.

Global ad spending could not be determined. However, HP’s computing division in the U.S. spent $127.4 million in 2011 measured media through September of last year, according to the latest data available from Nielsen. (That amount doesn't include Internet or business-to-business advertising.) In full-year 2010, the unit spent $132.4 million.

In November, HP parted ways with long-time agency Goodby Silverstein & Partners, which resigned the business. Twofifteen McCann has been handling the account since then. BBDO works on HP’s corporate marketing and printing and imaging assignment.

The current review is for the worldwide strategy for the PC unit; HP will continue to work with local agencies for in-market execution. Eric Keshin, the HP senior vp of marketing and strategy who joined HP last March after three decades at McCann Erickson, is overseeing the review.

During GS&P’s 16-year working relationship with HP, the company created iconic campaigns like “The Computer Is Personal Again.”


Publish date: February 3, 2012 https://dev.adweek.com/brand-marketing/hp-name-new-agency-computing-unit-march-137989/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT