When Marty Homlish was named exec VP-CMO at Hewlett-Packard Co. in April 2011, he was tasked with communicating HP's identity to the marketplace as the computer-maker sought to redefine itself in a changing world of technology.
Since then, it's been a roller-coaster ride for Homlish, as HP has struggled to position itself as a leading provider of services while holding on to its lucrative $40 billion PC business.
In August 2011, shortly after Homlish was named to his new role, HP's board announced it was considering spinning off its PC unit, the Personal Systems Group, to focus on higher-margin businesses such as cloud-based computing and services.
Two months later, HP said it would keep the PC group, and in March it announced it was merging it with the Printing Group to create a new Printing and Personal Systems Group.
“My goals were simple [during this time]—lead the HP marketing team, break through silos and create one HP with a story that will inspire our people, our customers and our partners,” Homlish said.
To do this, he led the reorganization of HP's marketing department, creating one unified organization and integrating marketing across previously separate divisions.
“We also challenged the HP team to have an aligned message, and look and feel at our largest customer event, HP Discover 2012,” Homlish said.
At the June event in Las Vegas, HP unveiled a new branding campaign, “Make It Matter,” created by BBDO New York, agency of record for HP's combined printer and PC group. The integrated effort includes TV, print and online, and shows how the power of technology can help people make a difference in the world.
Homlish is spearheading the use of more social media in HP's marketing, including targeted campaigns on social media networks Facebook, LinkedIn and Twitter.
“HP's Enterprise Services team ran a finance and administration online advertising campaign through LinkedIn because of the ability to target a specific audience, right to the job code, through banner ads, content ads and polls,” Homlish said.