Compaq confirms move of $300 media business

- Compaq has confirmed it is to move its $300 million media planning and buying business out of Ammirati Puris Lintas and into DDB Needham.

- Compaq has confirmed it is to move its $300 million media planning and buying business out of Ammirati Puris Lintas and into DDB Needham.

It had been speculated since last week that media would follow Compaq's creative advertising account, which left APL for DDB Needham last week.

The move of both advertising and media is being made to tie in with Compaq's impending acquisition of the Digital Equipment Corporation, which will be completed by the end of June. The decision means the £6.5 million UK media buying account leaves Initiative Media for BMP Optimum, which also takes the media planning business from APL London.

Compaq said it wanted one agency to speak for the combined company and, following creative presentations from DDB, APL and one ther network, Young & Rubicam, it decided on Digital's incumbent agency, the Omnicom owned DDB.

A spokesman for Compaq said: "After reviewing creative proposals from both agencies, we have decided to engage DDB Needham. Concurrently, we will be assigning global media buying and planning responsibilities to DDB Needham as they assume full responsibility for our traditional advertising account. This media assignment will give Compaq the opportunity to fully comprehend and evaluate the worldwide media capabilities of DDB Needham and the Omnicom group."

APL retains its existing responsibilities in direct marketing and interactive advertising as one of several agencies used on a worldwide basis for both functions.





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