NEWS: Hewlett-Packard puts Euro task into Publicis

Publicis has prised the pan-European, full-service branding business for Hewlett-Packard’s PCs from Saatchi and Saatchi.

Publicis has prised the pan-European, full-service branding business for

Hewlett-Packard’s PCs from Saatchi and Saatchi.



The win fills the hole created by its loss of the international Intel

account last month. Publicis saw off competition from D’Arcy Masius

Benton and Bowles and McCann-Erickson.



It will now co-ordinate the account across 26 European territories.



Optimedia, the Publicis-FCB media arm, will handle media planning and

buying for the business, previously held by Zenith Media.



The account is thought to be worth around pounds 20 million across

Europe. Hewlett-Packard spent just under pounds 2 million on above-the-

line advertising for its PCs in the UK last year, according to Register

MEAl. This is set to increase as the company launches new products and

targets new markets.



Rick Bendel, the joint chief executive of Publicis, said: ‘If we had to

replace a big name like Intel, Hewlett-Packard would be very high on the

list. This consolidates our growing stature in information technology

and gives us a real chance, creatively, to make inroads into the

market.’



The win is particularly welcome for Publicis because it involves

creative work, whereas Intel, which spent pounds 6 million in the UK

last year, was purely an account management and media task.



The agency’s brief will be to raise awareness of Hewlett-Packard in the

home PC and small business markets, and to maintain its position as a

market leader in the main business-to-business sector. Publicis’s

portfolio includes new PC products aimed exclusively at small businesses

and home users.



Garth Phillips, the advertisement manager for Hewlett-Packard’s personal

information products group, said that AdNET, the proprietary account

management system that Publicis developed for Intel, had been critical

in the decision to switch agencies.



The win throws up a potential client conflict for Optimedia, which also

handles ther computer company, Gateway 2000. But Phillips said he was

happy with the security arrangements that have been put in place.



Mike Jarvis, the worldwide media director at Gateway 2000, declined to

comment, and no-one was available at Optimedia as Campaign went to

press.