Hewlett-Packard seeks ideas on worldwide branding campaign

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.

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

go-ahead.



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

shave’.



’We’ve asked both agencies to define what our strategy should be if we

choose to invest more aggressively in advertising,’ the executive

added.



’It’s not a pitch. If it was we would have to involve a third agency

because of our audit requirements.’



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