McCann Erickson and Publicis Dialog share HP European briefs

LONDON - McCann Erickson and Publicis Dialog have emerged as the European winners in the ongoing $2bn (£1.15bn) HP global creative review.

McCann Erickson London has picked up the EMEA advertising account for HP's Personal Services Group. The business, estimated to be worth $60m, 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.

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