TITLE

How FCB won the Compaq account

AUTHOR(S)
Elkin, Tobi; Chura, Hillary; Cuneo, Alice Z.; Johnson, Bradley; Petrecca., Laura
PUB. DATE
May 2000
SOURCE
Advertising Age;5/8/2000, Vol. 71 Issue 20, p50
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article reports on the Internet solutions company, Compaq Computer Corp.'s selection of the advertising agency, FCB Worldwide Inc., to handle its $350 million global advertising account. According to Compaq executives, they selected FCB due to the company's desire to tap the power of an agency with a global network and to work with an Internet-expert partner. Compaq also claimed that the company needed to make its brand stand for something more than hardware.
ACCESSION #
3083335

 

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