McCann Erickson London has picked up the EMEA advertising account for HP's Personal Services Group. The business, estimated to be worth $60 million, was previously held by Publicis Groupe and run out of its London office. The appointment will see McCann's European network localise advertising created by Goodby Silverstein & Partners in San Francisco.
Publicis Dialog has won the marketing services, including direct marketing, digital and customer relationship marketing, for HP's Imaging and Printing Group. Publicis already handles the above-the-line duties for the division.
The global review will see the technology company move away from its previously centralised marketing approach to one based on its three business units: imaging and printing; personal services; and technical solutions.
Questions hang over Goodby Silverstein's position as the lead creative agency on the Imaging and Printing business, and a source close to the account suggests HP is likely to drop its "invent" strapline.
McCann, Publicis Groupe and HP declined to comment.