Saatchi and Saatchi has strengthened its grip on the pan-European
advertising account of Hewlett-Packard by scooping dollars 20 million of
new through-the-line business for the computer giant.
The win, which follows a pitch against five other agencies, will be
shared with Zenith Media, Saatchis’ sister media shop, which has won the
media for the new tactical personal computer account in most of Hewlett-
Packard’s major European markets. In the UK, Zenith has picked up an
extra pounds 3 million of new media billings and will also handle media
Hewlett-Packard is currently reviewing its core brand advertising
arrangements across Europe. The decision to award the new business to
the Cordiant-owned agencies represents a crucial vote of confidence.
The new account is to be funded by a joint initiative, called ‘advantage
inside’, between Hewlett-Packard and computer resellers, which are
effectively the wholesalers of the computer industry. The campaign will
also be supported by Intel under an agreement where the company will
help fund ads that carry its branding.
A series of tactical ads aimed at increasing PC sales will run in a wide
range of press and other media, including computer titles and national
Both Saatchis and Zenith are set to pitch for the main dollars 30
million-plus Hewlett-Packard branding account across Europe next week.
Derek Bowden, Saatchis’ chief executive officer, Europe, the Middle East
and Africa, said: ‘Roger Wilson [director of corporate communications at
Hewlett-Packard] was quoted in Campaign [9 February] as saying the
review was necessary to see if other shops could offer more speed and
responsiveness. Clearly, we delivered.’