HP kicks off pan-European DM review

LONDON - HP is looking for an agency to handle its pan-European direct marketing account for its PC and laptop division.

Hewlett Packard...launching European DM review
Hewlett Packard...launching European DM review

Below-the-line marketing for the Personal Services Group is currently split between a number of agencies across the continent.

HP is now looking to consolidate the entire business into one network or agency group in a bid to streamline its operations and offer a more unified approach to its direct marketing.

The work will not include digital duties for the Personal Services Group, which the electronics giant moved into Publicis Modem last week.

That account also included the pan-European above-the line work, which was handed to Saatchi & Saatchi Geneva.

It is not known which shops have been approached about the direct marketing brief, but it is thought that agencies from the McCann Erickson, BBDO, Publicis Groupe and Y&R groups will be included.

Publicis Groupe handles the direct marketing for HP's imaging and printing products division. It picked up the business in May last year following a pitch against Proximity, Wunderman and DraftFCB.

Just weeks before that win, the group lost its grip on the £100 million above-the-line business on the imaging and printing account, which went to BBDO. 

In February this year, HP moved its £220 million media planning and buying account out of Publicis Groupe's ZenithOptimedia and into Omnicom Media Group following a pitch that also included Mediaedge:cia.