On Heels of Bank of America Loss, BBDO Wins HP Creative

Omnicom Group Shop Becomes Lead for Combined Printing and Personal Systems Group

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Hewlett-Packard has completed the search it began a few months ago for a new global creative agency to handle marketing for its personal computing division, choosing Omnicom Group's BBDO.

The move expands BBDO's relationship with HP. The agency was already on HP's roster, handling corporate, and printing and imaging work. In March, HP announced it was merging two units, so BBDO will become the agency of record for the combined printing and personal systems group.

"BBDO earned our business because they demonstrated keen understanding of our wide-ranging market segments, sound marketing strategy and high-impact ideas," Eric Keshin, HP's senior VP-marketing, printing and personal systems, said in a statement. "We are confident BBDO's creative team will help HP build its business around the world."

Mr. Keshin was one of the decision-makers, who also included members of HP's procurement department, digital marketing team and executive team, including Exec VP-Chief Marketing Officer Marty Homlish.

It's a timely win for BBDO, which recently lost the Bank of America account. That work will largely be housed in a dedicated shop at WPP; Interpublic Group of Cos.' Hill Holliday also netted more business.

HP's decision also comes as a relief for Omnicom since the account will stay in the family. The review -- which was managed by Boston-based search consultancy Pile & Co. -- came after the marketer's split with its longtime shop Goodby Silverstein & Partners in San Francisco, also owned by Omnicom. In the interim, Interpublic Group of Cos.' TwoFifteen McCann had been handling some work, but that shop was understood to have been knocked out of the process in an earlier round.

The list of finalists that pitched for the business were, in addition to BBDO, Omnicom's DDB and Interpublic Group of Cos.' Deutsch and Martin Agency.

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Contributing: Beth Snyder Bulik