HP decides on three agencies for $275m creative and media

HP, the global technology group, has handed its consolidated $275 million creative and media accounts to Goodby Silverstein %26 Partners, Publicis and Optimedia.

The consolidation follows HP's merger with Compaq last month. Compaq's creative was previously handled by FCB, and its media by Initiative Media.

The San Francisco-based Goodby Silverstein, which prior to the merger handled HP's corporate branding work, will continue in this role for the enlarged business. Publicis will act as the global creative network for products and solutions advertising.

In the UK, the consolidation is a blow to Banks Hoggins O'Shea/FCB and Initiative, which picked up Compaq's media as part of an international win last August from OMD. The combined HP/Compaq UK account is worth £23 million. HP spends £15 million and Compaq £8 million.

Compaq's creative and media business will move to the new agencies in August. There was no formal pitch for the business but HP made the selections after a series of meetings with agencies on the HP and Compaq rosters.

Following the merger, HP will remain the dominant brand but will sell PCs to consumers under both the HP and Compaq labels. However, the HP brand will be dropped in the commercial PC market where Compaq is stronger.


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