Agency Is Chasing Computer Giant's Direct Marketing Account

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SAN FRANCISCO (AdAge.com) -- Publicis Groupe's Publicis & Hal Riney, battling for a major piece of Hewlett-Packard Co.'s global direct-marketing account, has hired an Ogilvy & Mather veteran to lead its presentations.

Last month, Palo Alto, Calif.-based HP said it was looking to consolidate its direct marketing accounts, currently held by hundreds of firms in more than a hundred nations.

On the roster
Riney already has the marketer's account for transactional advertising, but it is looking to add more business. The agency this week hired George Tannenbaum, a former executive with WPP Group's Ogilvy & Mather, which handles IBM's advertising.

Mr. Tannenbaum, 46, was group creative director of IBM integration, working on integrated campaigns for the tech giant. He is considered an expert in technology marketing and direct marketing. At Riney, he will hold the title of senior vice president and group creative director and director of integration, similar to what his role at Ogilvy.

Y&R Advertising
Omnicom Group's Goodby, Silverstein & Partners, San Francisco, has HP's branding account, but is not competing for the direct marketing assignment. Other shops believed to be involved in the effort include WPP's Y&R Advertising.

HP spent $426.5 million in measured media in the U.S. in 2003, and $325.4 million in 2002, according to TNS Media Intelligence/CMR. Globally, HP in 2003 displaced IBM as the top computer company advertiser worldwide, with spending of $1.8 billion, according to financial filings.