Three vastly different campaigns from three agencies for one client that, with a reorganization announced this month, now professes it wants to be focused. So will HP consolidate its estimated $375 million global ad account?
"This is something being discussed right now with the context of the changes within HP," said Jos Brenkel, worldwide marketing manager for HP's Business PC Organization, which last month began an estimated $100 million global brand campaign from Publicis & Hal Riney, San Francisco.
Nick Earle, worldwide marketing director for Enterprise Computing Solutions Organization, which last week launched the $150 million "E-services" brand campaign from Saatchi & Saatchi, San Francisco, said it would make sense to consolidate agencies.
'WE SHOULD HAVE JUST ONE'
"We still have different product-specific ads from different agencies, and clearly this helps them individually, but does raise the issue of whether it's good for HP overall," he said. "My personal view is that we should have just one."
Mr. Earle said "E-services" has been adopted as the entire company's strategy. Given the campaign's importance and budget, Saatchi is the closest thing HP has to a corporate agency. That's a feat for Saatchi, considering it earlier lost PC and printer work to rival agencies.
The $125 million printer account is split between Goodby, Silverstein & Partners, San Francisco, and Saatchi's London office.
Consolidation appears to be more of an option since HP on March 2 said it would spin off its $7.6 billion test, measurement and healthcare business to focus on its $40 billion computer and imaging operations.
"Focus" was mentioned eight times in that news release; it's hard to be focused