HEWLETT-PACKARD RESTATES AD SPENDING BY AS MUCH AS 39%
Counts PR, Trade Shows as Nonadvertising Expenses
HP AWARDS GLOBAL AD WORK TO GOODBY SILVERSTEIN
Value Estimated at $300 Million; Publicis Hal Riney Was Incumbent
McCann, part of Interpublic Group of Cos., bested two HP roster shops, Omnicom Group's Goodby Silverstein & Partners and Publicis Groupe's Publicis Worldwide, said executives familiar with the matter. An HP spokeswoman wouldn't comment on specifics of the review, although she did say Goodby Silverstein will continue as worldwide lead creative on all the marketer's business.
Publicis was incumbent
Publicis Worldwide, the incumbent on the accounts won by McCann, continues on HP's roster with responsibilities for advertising in Asia Pacific, Japan, Canada and South America.
McCann won the business because of its strong global network as well as "chemistry between the agency and the personal systems group," the HP spokeswoman said.
The account, which will be handled from McCann's San Francisco and London offices, adds heft to the agency's list of technology accounts, which include Microsoft Corp. and Intel globally and Verizon Wireless in the U.S. McCann's focus on the new business from HP is to increase demand for the personal systems group, which includes hardware ranging from desktop and notebook computers and handheld personal computers.
"We're all about driving demand, and being able to do that globally," said Eric Keshin, chief operating officer of McCann WorldGroup, who led the pitch. "This is evidence of our abilities."
Spending on the account is estimated at more than $200 million. Media buying and planning has not changed, and remains with Publicis' ZenithOptimedia Group.