Hewlett-Packard calls Europe digital review

Hewlett-Packard Europe is launching the largest ever review of its digital advertising and is preparing a radical reduction of its agency roster.

The review follows the merger of HP with rival Compaq, which resulted in the combined operation using more than 40 digital agencies across Europe and in excess of 80 across the world.

To streamline its agency list the company is now holding three pitches.

HP Europe aims to form a roster of around five digital creative agencies for its four operating units, for bespoke digital work.

A second brief is being run for the overall global company branding work to organise a roster of around five partners for work on the core consumer-facing web property HP.com across international markets.

A third pitch is also being launched following on from HP's global digital marketing and communications pitch. HP Europe will conduct its own pitch for its pan-European online advertising creative account.

HP's global pitch out of the US in January saw Omnicom's Goodby Silverstein & Partners of San Francisco appointed as HP's agency of record for global branding, and Modem Media and FCBi appointed to its interactive roster. As part of the current overhaul, FCBi and Modem Media, part of the Interpublic Group, are understood to have been asked to pitch to each of HP's four operating divisions.

Hewlett-Packard acquired Compaq Computer in a £17.3 billion deal in 2001 that created a new giant in the market for servers, PCs and hand-held devices.

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