Hewlett-Packard is asking its main roster agencies to brainstorm on
a brief to give the computer and printer manufacturer a stronger
corporate image across the world.
Saatchi & Saatchi and Publicis will present recommendations on whether
the company, which has always been highly decentralised, would benefit
from more branding campaigns rather than product-led advertising.
The company insists its initiative is not a pitch and that both agencies
will be involved in implementing the proposals should they be given the
A Hewlett-Packard executive said: ’We’re asking ourselves if we should
continue what has been very product-specific advertising or whether we
would benefit from something a little broader.
’Our divisions operate as separate companies and we’ve never done much
corporate brand advertising.’
Publicis was appointed to the pounds 20 million pan-European branding
business for Hewlett-Packard’s personal computers in April 1996. Eight
months later it added an assignment to co-ordinate dealer advertising
across the Continent.
Saatchis, Hewlett-Packard’s principal European network, has only
produced one global campaign for a division of Hewlett-Packard which no
longer exists. Its latest campaign, for copiers, was called ’a close
’We’ve asked both agencies to define what our strategy should be if we
choose to invest more aggressively in advertising,’ the executive
’It’s not a pitch. If it was we would have to involve a third agency
because of our audit requirements.’