TITLE

No answer yet on Compaq ads

AUTHOR(S)
Elkin, Tobi; Petrecca, Laura
PUB. DATE
September 1999
SOURCE
Advertising Age;9/6/1999, Vol. 70 Issue 37, p15
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the efforts of advertising agency DDB Worldwide to launch an advertising campaign, which will carve out a new identity for Compaq Computer as an Internet computing company. The process is being delayed by Compaq's highly decentralized culture, where marketing is traditionally done by divisions. The campaign is to break in October 1999, a Compaq spokesman confirmed. Executives close to the situation said that Michael Capelas, Compaq's new president and CEO, is involved in reviewing every piece of the strategy. That strategy revolves around establishing Compaq as the non-stop Internet computing company. DDB is said to be under enormous pressure on the $300 million account. And that pressure could be compounded if Compaq names a chief marketing officer in the near term.
ACCESSION #
2242763

 

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