Bates Europe is bracing itself for a full-service review of its
pounds 33 million pan-European Compaq account as the client considers
pooling its business into one global network.
The Compaq business, which is worth more than pounds 6.5 million in the
UK, is split between Bates in Europe, the Middle East and Africa;
Ammirati Puris Lintas in North America; Euro RSCG Ball Partnership in
Asia Pacific; and Hakuhodo in Japan.
However, the computer giant has been considering appointing a single
supplier for some time in its drive to become the world’s leading IT
In June last year, Jim Garrity, Compaq’s vice-president of
communications, told Advertising Age he was considering selecting a
single agency for a first global branding campaign, worth dollars 20
million. It was eventually handled on a collaborative basis, with none
of the four main global agencies taking the lead.
However, Bates Europe is now on standby for the start of full-service
credentials presentations in the US early next month, led by its
worldwide chairman, Michael Bungey, and its European client services
director, John Stubbings. Media buying, which is handled by Equinox
across Europe, will also be part of the discussions.
APL is understood to have made presentations to Compaq last month and is
known to have been actively chasing the centralised business. It is
unclear at this stage whether Euro RSCG has also been invited to
Talks have not extended to full-scale creative presentations at this
William Knocker, Compaq’s UK marketing director, denied a review was
taking place but admitted that two recent senior appointments at
Compaq’s headquarters in the US meant worldwide marketing and sales
functions had come under the spotlight.
Graham Hinton, the chairman of Bates Dorland, and William Eccleshare,
the chief executive of APL, declined to comment.
Bates Europe landed Compaq’s pan-European account in August 1994.