HP named Goodby Silverstein & Partners, San Francisco, as its lead agency for developing the online component of its brand efforts. Modem Media and FCBi were selected as the worldwide network agencies for HP's interactive advertising, and OptiMedia will continue to handle media placement worldwide.
In addition, the Publicis Groupe will have a limited interactive advertising assignment for HP's Personal Systems Group.
HP said the consolidation will strengthen the impact of the company's creative advertising presence online and enhance its ability to speak with "one voice" worldwide.
The agencies will extend HP's "Everything is Possible" brand campaign, which was developed by Goodby Silverstein and launched in November.