Publicis has prised the pan-European, full-service branding business for
Hewlett-Packard’s PCs from Saatchi and Saatchi.
The win fills the hole created by its loss of the international Intel
account last month. Publicis saw off competition from D’Arcy Masius
Benton and Bowles and McCann-Erickson.
It will now co-ordinate the account across 26 European territories.
Optimedia, the Publicis-FCB media arm, will handle media planning and
buying for the business, previously held by Zenith Media.
The account is thought to be worth around pounds 20 million across
Europe. Hewlett-Packard spent just under pounds 2 million on above-the-
line advertising for its PCs in the UK last year, according to Register
MEAl. This is set to increase as the company launches new products and
targets new markets.
Rick Bendel, the joint chief executive of Publicis, said: ‘If we had to
replace a big name like Intel, Hewlett-Packard would be very high on the
list. This consolidates our growing stature in information technology
and gives us a real chance, creatively, to make inroads into the
The win is particularly welcome for Publicis because it involves
creative work, whereas Intel, which spent pounds 6 million in the UK
last year, was purely an account management and media task.
The agency’s brief will be to raise awareness of Hewlett-Packard in the
home PC and small business markets, and to maintain its position as a
market leader in the main business-to-business sector. Publicis’s
portfolio includes new PC products aimed exclusively at small businesses
and home users.
Garth Phillips, the advertisement manager for Hewlett-Packard’s personal
information products group, said that AdNET, the proprietary account
management system that Publicis developed for Intel, had been critical
in the decision to switch agencies.
The win throws up a potential client conflict for Optimedia, which also
handles ther computer company, Gateway 2000. But Phillips said he was
happy with the security arrangements that have been put in place.
Mike Jarvis, the worldwide media director at Gateway 2000, declined to
comment, and no-one was available at Optimedia as Campaign went to