Compaq Computer, the world’s biggest PC manufacturer, has handed
its pounds 188 million worldwide creative account to FCB World-wide
following an extended review.
FCB pitched for the business against the incumbent, DDB Worldwide, along
with Saatchi & Saatchi and Grey Worldwide. The move will come as a blow
to DDB, which had counted Compaq among its biggest global clients.
Compaq has gone through a number of agencies in recent years. DDB
Worldwide won the account in June 1998, just a year after the personal
computer giant consolidated its account into Ammirati Puris Lintas.
Before that, the business was held by Bates Europe.
Compaq has indicated that it wants to communicate its full range of
business products and internet access capabilities to make its name more
synonymous with e-business services, in line with some of its
high-profile market rivals such as Sun Microsystems and IBM. Future
advertising work is expected to address this issue.
Banks Hoggins O’Shea/FCB will handle Compaq’s pounds 13 million
corporate branding account in the UK.
John Banks, the Banks Hoggins chairman, said: ’This represents the first
major win for the agency since we merged Bozell into FCB. We’re
delighted with the win because it proves we’ve now got a first-class
agency network from the merger in that we’ve won a first-class client
like Compaq. It is a double pleasure.’
The pounds 15 million UK direct marketing account is being retained by
Claydon Heeley Jones Mason.
FCB had previously held the pounds 60 million global account for the
computing group 3Com until it moved to Lowe Lintas & Partners last
A new campaign is set to break this autumn.