APL loses Compaq media business to DDB despite denial

Compaq’s dollars 300 million world-wide media account has followed the creative business into the DDB Needham network, despite claims from the incumbent global agency, Ammirati Puris Lintas, that the media account would be staying put (Campaign, 5 June).

Compaq’s dollars 300 million world-wide media account has followed

the creative business into the DDB Needham network, despite claims from

the incumbent global agency, Ammirati Puris Lintas, that the media

account would be staying put (Campaign, 5 June).



The shift means that APL, which last week lost the global creative

account to DDB Needham, this week also loses the strategic media

business, headed in the UK by the media director, Paul Longhurst.



At the same time, APL’s sister media agency, Initiative Media, loses its

Compaq media planning and buying business to DDB. In the UK, Initiative

Media will hand over its pounds 6.5 million account to BMP Optimum, led

by its managing director, Paul Taylor.



According to a Compaq statement: ’APL will complete its existing

responsibilities in media buying as it (completes its) transition off

the business. Concurrently, we will be assigning global media planning

and buying responsibilities to DDB Needham.’



The realignment comes just a year after Compaq consolidated its business

into APL and Initiative, but coincides with a takeover bid by Compaq for

the DDB client, Digital Equipment. The Digital acquisition is set for

completion this week. Compaq has been reviewing its advertising in the

light of the purchase.



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