TITLE

Hewlett-Packard takes step to consolidation

AUTHOR(S)
Johnson, Bradley
PUB. DATE
April 1999
SOURCE
Advertising Age;4/26/1999, Vol. 70 Issue 18, p2
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
1850322

 

Related Articles

  • HP Mailing Spurs 66% Conversion. Riggs, Larry // Direct;5/1/2007, Vol. 19 Issue 5, p43 

    The article discusses the results of a case study involving personalized mailing from Hewlett-Packard. The company sent out a direct mailing promoting a switch to its Integrity brand servers. The campaign targeted 15,000 information technology managers at companies with more than 500 employees....

  • Hewlett-Packard has nine finalists for $40 mil acc't.  // Advertising Age;3/18/1996, Vol. 67 Issue 12, p46 

    Lists the nine advertising agencies that are candidates for the Hewlett-Packard Co. printer account estimated to be worth $40 million.

  • Agencies line up for HP digital ad task. Shearman, Sarah // Campaign;3/2/2012, Issue 9, p1 

    The article reports that Hewlett-Packard Co. (HP) has approached digital advertising (ad) agencies for its digital creative brief to overhaul its online presence.

  • HP wins top PM award for 'Hype Gallery'  // Precision Marketing;6/25/2004, Vol. 16 Issue 34, p1 

    Reports that Hewlett-Packard Co. has won the Grand Prix at the Precision Marketing Response Awards 2004 for its Hype Gallery Campaign, created by Publicis Dialog. Aim of the design to target the iMac generation of young designers; Other main awards presented during the event.

  • HP Hong Kong buys into reincamation.  // Media: Asia's Media & Marketing Newspaper;6/26/2008, p10 

    The article reports on the online, print and point-of-sale environmental advertising campaign launched by Hewlett Packard. According to the author, the campaign was designed to educate consumers in Hong Kong, China about the benefits of the information technology company's trade-in program. The...

  • Shop-Hopping Clients Threaten Small Agencies. McMains, Andrew; Moses, Lucia // Adweek;8/8/2011, Vol. 52 Issue 28, p18 

    The article examines advertising agency finance among smaller agencies which have accounts for large advertisers. The loss of the account for the computer industry company Hewlett-Packard by the agency 72andSunny is used as an example of how smaller agencies are more vulnerable to changes in...

  • Omnicom moves in on global HP. Nettleton, Kate // Campaign;2/29/2008, p1 

    The article reports on the bid of Omnicom Inc. to handle the global advertising business of computer company Hewlett-Packard (HP) Co. It states that HP has allocated a total of $100 million for the advertising of its products worldwide. HP has employed various agencies to manage its advertising...

  • Hewlett-Packard, BBDO form alliance that goes beyond ads. Cuneo, Alice Z. // Advertising Age;4/21/2008, Vol. 79 Issue 16, p1 

    The article reports on the partnership between advertising agency BBDO and computer manufacturer Hewlett Packard. The author states that the deal will involve more than just a lucrative account for BBDO. HP will also be involved in implementing systems to assist BBDO with their marketing operations.

  • Mendenhall's take on transforming HP. Maddox, Kate // B to B;3/9/2009, Vol. 94 Issue 3, p3 

    The article presents an interview with Michael Mendenhall, the chief marketing officer (CMO) at Hewlett-Packard Co. (HP). Mendenhall spoke about HP's changing relationships with its agency partners and what it takes to be successful in these challenging times. Mendenhall reasoned HP's recent...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics