HP Consolidates Imaging and Printing Group at BBDO

Agency Picks Up U.S. Portion of Account, Will Continue to Partner With Goodby

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NEW YORK (AdAge.com) -- Hewlett-Packard, which is scrutinizing its entire ad-agency roster, is consolidating the account for its Imaging and Printing Group at Omnicom Group's BBDO Worldwide, executives familiar with the matter said.

BBDO, which has been handling the account in non-U.S. markets since April, when it replaced Publicis Worldwide, now picks up the U.S. portion of the account.

Those domestic duties were managed by a handful of shops, including Interpublic Group of Cos.' DraftFCB and Omnicom sibling Goodby, Silverstein & Partners. According to one executive familiar with the matter, HP last year devoted between $50 million and $100 million to marketing its imaging-and-printing business in the U.S. The division handles consumer and commercial printing, printing supplies, digital photography and entertainment.

Working with Goodby
In its new capacity, BBDO will continue to partner with Goodby, which has worked with HP for more than a decade and is the marketer's global lead creative and strategic shop on all three core divisions of its business. The other two groups are the Personal Systems Group and the Technology Solutions Group.

BBDO and Goodby will evolve the "What do you have to say?" consumer-marketing blitz featuring pop singer Gwen Stefani to focus on a new push campaign for the imaging group dubbed "Hit Print," according to an executive close to the situation.

Agency representatives declined to comment on the consolidation of the account, while representatives for HP would say only, "Goodby, Silverstein & Partners remains our lead worldwide creative agency."

HP in 2007 spent a total of $417 million on U.S. measured media, according to TNS Media Intelligence. Globally though, that number was likely closer to $1 billion.

Marketing under the microscope
As it looks to cut costs and find efficiencies, the Palo Alto, Calif.-based maker of printers, servers, and desktop PCs and notebooks has placed marketing under the microscope in recent months. It is nearing decision on two agency reviews, one for media duties and the other for a consolidation of marketing partners for its Technology Solutions Group.

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Contributing: Rita Chang, Michael Bush