Publicis wins global H-P project

Publicis has begun harvesting the fruits of its US agency acquisition programme with an appointment to run Hewlett-Packard’s first global advertising initiative.

Publicis has begun harvesting the fruits of its US agency

acquisition programme with an appointment to run Hewlett-Packard’s first

global advertising initiative.



The computer manufacturer is the first US multinational client to run

global business through the Paris-based network, which is striving to

become a credible world player. It also starts a new relationship

between Hal Riney & Partners and Publicis, which acquired the San

Francisco hotshop in April.



Publicis’s brief is to deliver a global strategy to promote the

company’s personal computers and servers.



It follows an invitation by Hewlett-Packard to its main worldwide roster

agencies, Publicis and Saatchi & Saatchi, to come up with

recommendations to give the products a consistent worldwide image

(Campaign, 7 August).



But a Hewlett-Packard executive at the company’s headquarters in Palo

Alto, California, this week rubbished a report in the Wall Street

Journal that claimed the business would be worth more than dollars 200

million. ’We don’t yet have funding for the initiative,’ she said.

’What’s more, our entire budget for PC advertising in the US is only

between dollars 10 million and dollars 12 million.’



Nevertheless, Maurice Levy, the Publicis chairman, who fronted last

month’s pitch in Santa Clara with Joanna Baldwin, his newly promoted

vice-president in charge of international new business development,

hailed the win as ’wonderful news’. He said: ’This is verification that

our global strategy is right.’