Compaq’s dollars 300 million world-wide media account has followed
the creative business into the DDB Needham network, despite claims from
the incumbent global agency, Ammirati Puris Lintas, that the media
account would be staying put (Campaign, 5 June).
The shift means that APL, which last week lost the global creative
account to DDB Needham, this week also loses the strategic media
business, headed in the UK by the media director, Paul Longhurst.
At the same time, APL’s sister media agency, Initiative Media, loses its
Compaq media planning and buying business to DDB. In the UK, Initiative
Media will hand over its pounds 6.5 million account to BMP Optimum, led
by its managing director, Paul Taylor.
According to a Compaq statement: ’APL will complete its existing
responsibilities in media buying as it (completes its) transition off
the business. Concurrently, we will be assigning global media planning
and buying responsibilities to DDB Needham.’
The realignment comes just a year after Compaq consolidated its business
into APL and Initiative, but coincides with a takeover bid by Compaq for
the DDB client, Digital Equipment. The Digital acquisition is set for
completion this week. Compaq has been reviewing its advertising in the
light of the purchase.