HP Taps Homlish as CMO

SAP Vet Joins Tech Giant in Latest Marketing-Suite Shift

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More changes are afoot in Hewlett-Packard's marketing suite: Martin Homlish has been named exec VP-chief marketing officer effective June 1, replacing Michael Mendenhall, who left the company in January.

"Marty is a world-class marketing executive who will lead efforts to drive our entire business forward by creating a unified marketing approach across HP so we present 'one HP' to the market," said HP CEO-president Leo Apotheker in a statement. "At a time of tremendous change and opportunity in the technology industry, Marty will help strengthen HP's global brand position. He will help us position our products, services and value proposition to customers as they navigate the new connected world."

Mr. Homlish comes to HP from more than 10 years at business-software company SAP, where he was the global chief marketing officer and corporate officer, as well as president-CEO of SAP Global Marketing. Prior to SAP he spent 15 years at Sony working on brands such as Sony Music and PlayStation.

Mr. Apotheker, to whom Mr. Homlish will directly report, joined HP in November after a 20-year tenure at SAP, where he was most recently CEO. Bill Wohl, also a SAP veteran of 12 years, in January joined HP in a newly created role as senior VP-chief communications officer after his SAP tenure; he also serves as a senior advisor to Mr. Apotheker.

Ad Age reported yesterday that Richard Gerstein, senior VP-strategy and worldwide marketing for the company's Personal Systems Group, had left the company March 30 "to pursue other interests." Former McCann Worldgroup executive Eric Keshin joined the Personal Systems Group last month as senior VP-worldwide strategy and marketing -- the same title as Mr. Gerstein's -- taking over all external marketing-communications activities. Those duties had been under Mr. Gerstein, who was to focus on the customer experience, product solutions and customer research.

HP works with a number of agencies, including Omnicom Group's BBDO and Goodby Silverstein & Partners, and Interpublic Group of Cos.' DraftFCB and McCann Erickson. Media is handled by Omnicom's PHD.

HP in 2010 spent about $244 million in U.S. measured media spending, down 2.2% from 2009, according to Kantar.

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