HP to debut new brand campaign

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Palo Alto, Calif.—Hewlett-Packard Co. will debut a new brand campaign March 13 with the tagline, “Let's do amazing.”

The campaign was developed by 72andSunny, Los Angeles, which HP tapped for the new branding effort following a review of more than 20 agencies. The budget was undisclosed.

“HP has expanded significantly over the past five years to become the largest technology company in the world, and yet most customers do not see the breadth and depth of what we do,” said Glenna Patton, VP-brand strategy and experience design at HP. “ ‘Let's do amazing' celebrates HP's roll-up-your-sleeves culture of doers who don't just talk and don't just think—and will stop at nothing short of ‘amazing' to innovate and deliver for customers.”

The campaign includes seven TV spots and digital media efforts that feature case studies detailing customer stories and employee innovations.

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