HP unifies branding with $200 mil push

Elkin, Tobi; Cuneo, Alice Z.
November 1999
Advertising Age;11/22/1999, Vol. 70 Issue 48, p18
Trade Publication
Reports on the release of an advertising campaign from Hewlett-Packard Co. (HP). The focus on creating a brand name; The role chief executive officer (CEO) Carly Fiorina; The efforts of Goodby, Silverstein & Partners and Saatchi & Saatchi, San Francisco; Budget of the campaign; Details of the advertisements focusing on imaging and electronic services.


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