Publicis has begun harvesting the fruits of its US agency
acquisition programme with an appointment to run Hewlett-Packard’s first
global advertising initiative.
The computer manufacturer is the first US multinational client to run
global business through the Paris-based network, which is striving to
become a credible world player. It also starts a new relationship
between Hal Riney & Partners and Publicis, which acquired the San
Francisco hotshop in April.
Publicis’s brief is to deliver a global strategy to promote the
company’s personal computers and servers.
It follows an invitation by Hewlett-Packard to its main worldwide roster
agencies, Publicis and Saatchi & Saatchi, to come up with
recommendations to give the products a consistent worldwide image
(Campaign, 7 August).
But a Hewlett-Packard executive at the company’s headquarters in Palo
Alto, California, this week rubbished a report in the Wall Street
Journal that claimed the business would be worth more than dollars 200
million. ’We don’t yet have funding for the initiative,’ she said.
’What’s more, our entire budget for PC advertising in the US is only
between dollars 10 million and dollars 12 million.’
Nevertheless, Maurice Levy, the Publicis chairman, who fronted last
month’s pitch in Santa Clara with Joanna Baldwin, his newly promoted
vice-president in charge of international new business development,
hailed the win as ’wonderful news’. He said: ’This is verification that
our global strategy is right.’