HP expands brand and budget

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Hewlett-Packard Co. Nov. 11 unveils a $75 million integrated consumer brand initiative that adds a brand line -- "Expanding possibilities" -- to the HP logo.

In the fiscal year started Nov. 1, HP will spend $15 million on North American TV brand ads from Goodby, Silverstein & Partners, San Francisco; $25 million on similar ads from Saatchi & Saatchi in Europe and Asia; and $35 million on collateral materials and redesigned packaging.

For more on this story see the full article in INTERACTIVE.

Copyright November 1997, Crain Communications Inc.

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