Publicis has extended its relationship with Hewlett-Packard by winning
the task of co-ordinating its dealer advertising across Europe.
The assignment involves managing a promotional programme funded jointly
by the computer manufacturer and those who sell its products.
The agency claims the extra work will boost Hewlett- Packard’s total
spend - estimated at dollars 20 million when it was won in April - to
more than dollars 40 million.
At the same time, Saatchi and Saatchi, the company’s other main European
network, has been awarded dollars 1.5 million worth of extra business
with the extension of its information storage business, from 23 to 34
The Publicis agency in London will create advertising for the dealer
branding campaign, to be adapted for use in eight European markets.
Media will be planned and bought by Optimedia.
Joanna Baldwin, the head of international business at the London agency,
said: ‘We’re thrilled to have been awarded this so early in our
relationship with Hewlett-Packard.’
The appointment of Publicis to the dealer assignment marks the end of
previous ad hoc arrangements. The agency has a brief to bring
consistency to the advertising programme which is central to Hewlett-
Packard’s incentivisation of dealers.
AdNet, a proprietary account management system developed by Publicis for
its former client, Intel, is thought to have been a factor in securing
the extra business.
Jos Brenkel, the general manager for Hewlett-Pack- ard’s European
marketing centre, said: ‘Publicis very quickly got a grip on a complex
But Saatchis retains its place as the company’s principal European