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
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
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
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.