Hewlett-Packard takes step to consolidation

Johnson, Bradley
April 1999
Advertising Age;4/26/1999, Vol. 70 Issue 18, p2
Trade Publication
This article discloses Hewlett-Packard Co.'s holding of a global audit of advertising which may lead to consolidation of its worldwide account at a single agency. The goal of the audit is to increase integration of now-disparate advertising which could lead to some improvements. Lisa Carr, corporate advertising manager of Hewlett-Packard, said that the company will seek input from its corporate and division marketing and advertising managers, and from its advertising agencies. Hewlett-Packard wants to find a way for its agencies to respond confidentially with ways to improve the process. The company is considering hiring a consultant to assist on the audit. Numerous technology companies, including Compaq Computer Corp., IBM Corp. and Intel Corp., have consolidated to deliver more focused global advertising. But what approach is at odds with a credo of decentralization that has allowed Hewlett-Packard division and geographic managers to call their own shots.


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