HP AWARDS GLOBAL AD WORK TO GOODBY SILVERSTEIN

Value Estimated at $300 Million; Publicis Hal Riney Was Incumbent

By Published on .

SAN FRANCISCO (AdAge.com) -- Hewlett-Packard Co. has awarded a new global assignment for its Personal Systems Group to Omnicom Group’s Goodby, Silverstein & Partners, San Francisco, effective Jan. 16, a company spokesman said.
HP, which spends $2 billion a year on advertising, began its agency review in the wake of CEO Carly Fiorina's departure.

$300 million
Billings for the assignment were undisclosed, but are estimated at more than $300 million and will involve international work previously handled by Publicis Groupe and its Publicis & Hal Riney unit, also in San Francisco. An executive familiar with the situation said it is yet to be determined whether Omnicom affiliates or Publicis agencies will be in charge of local implementation around the world.

The announcement came after HP, which spends $2 billion on advertising, conducted an evaluation of agencies following the departure of CEO Carly Fiorina. Goodby handles advertising for HP's printers in North America and its business-to-business enterprise division. Publicis agencies handle work in Europe and Asia. Publicis referred calls to the client.

San Francisco agencies
Over the years, HP has shifted its advertising between the two San Francisco-based shops.

In a statement announcing Goodby's creative assignment, HP said each agency does "excellent work for HP and serve as our principal agency partners in the U.S. With a new year in front of us, it's a natural time to evaluate HP's advertising needs."

Rich Silverstein, Goodby, Silverstein co-chairman, who headed the pitch, called it a "hard-fought battle." Jeff Goodby, co-chairman, added, "Everybody here is elated by it and we hope to go ahead to expand people's personal relationship with the brand."

Most Popular