DDB takes dollars 300m Compaq from APL

Compaq has awarded its dollars 300 million worldwide advertising account to DDB Needham in a shock move which comes 12 months after the computer giant consolidated its global business into Ammirati Puris Lintas.

Compaq has awarded its dollars 300 million worldwide advertising

account to DDB Needham in a shock move which comes 12 months after the

computer giant consolidated its global business into Ammirati Puris

Lintas.



Compaq is preparing for the global acquisition of Digital Equipment, due

to be completed on 11 June. DDB is the agency of record for Digital,

whose advertising is handled by BMP DDB in the UK.



APL, which has held the Compaq account in the US since 1992 and won the

European business from Bates Europe a year ago, will hang on to the

media planning for the foreseeable future. Media buying will also stay

with its sister network, Initiative Media, although the long-term

security of both accounts must now be in question. APL claimed that it

would continue to work on media, direct marketing and interactive

assignments. Creatively, APL will continue to contribute during the

transition period.



DDB has been briefed to create a communication campaign around Compaq’s

acquisition of Digital, and to handle all corporate and product

advertising for the merged company.



Compaq spent pounds 6.5 million in the UK last year through Initiative,

and Digital spent just over pounds 1 million through BMP Optimum. The

merged company’s pan-European account is expected to be worth nearly

pounds 40 million.



For BMP, the win brings some compensation for the loss of its pounds 11

million Walkers account this week, also the result of an international

realignment.



James Best, the chairman of BMP, said: ’This is tremendous news in a

rollercoaster week. All credit to DDB New York who have done excellent

work for Digital and now for Compaq.’



Martin Puris, chairman and chief executive of APL, said in a statement:

’The advertising recommendations we presented were very powerful and

would have been highly successful in positioning the combined company.

Compaq, however, preferred the proposal of Digital’s agency.’



William Eccleshare, chief executive of APL in London, said he was ’in

the dark’ and referred all calls to the US.



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