How FCB won the Compaq account

Elkin, Tobi; Chura, Hillary; Cuneo, Alice Z.; Johnson, Bradley; Petrecca., Laura
May 2000
Advertising Age;5/8/2000, Vol. 71 Issue 20, p50
Trade Publication
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.


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