HP favors Goodby, Publicis

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Hewlett-Packard Co., Palo Alto, Calif., on Nov. 1 announced the consolidation of its ad agency relationships to lead corporate branding shop Goodby, Silverstein & Partners, San Francisco, and Publicis Groupe, Paris. As expected, HP consolidated its worldwide media buying, estimated at $200 million, at Publicis' Optimedia. HP also assigned Publicis the task of collaborating with Goodby on worldwide network implementation of the HP branding campaign. Publicis will act as lead product and promotional agency worldwide, the company said. HP noted a review of its worldwide roster of 32 agencies was under way at the time of the purchase of Saatchi & Saatchi by Publicis. The switch may result in a legal tussle involving HP incumbent Zenith Media, co-owned by Cordiant Communications Group and Saatchi.

Copyright November 2000, Crain Communications Inc.

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