HP GLOBAL MARKETING TAPS IDG BUNDLE: PLAN INCLUDES 16-PAGE ADVERTORIAL IN 17 PUBLICATIONS IN 11 COUNTRIES

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Hewlett-Packard Co. is buying an estimated $5 million integrated marketing program from International Data Group, becoming the latest tech player to turn to global packages to meet a specific marketing objective -- and save money.

The program will target corporate computing managers with a message about "mission-critical computing." HP will place a 16-page advertorial section in 17 IDG publications in 11 countries, run Web ads and content on IDG sites, commission research from IDG's International Data Corp. and work with IDG on conferences in key countries. The effort starts this month and runs through mid-1999.

HP's Enterprise Systems Group heard proposals from IDG and Ziff-Davis before going with IDG.

GOOD PRICE, HIGH-QUALITY

"We are able to drive harder negotiations by offering category exclusivity" for this project, said Michael Ainscow, worldwide advertising and customer communications manager for the enterprise group. "When you take the Costco method of buying in bulk, you can get a good price with a high-quality product."

The enterprise group will spend an estimated $5 million of its estimated $40 million annual budget on this program. The group markets Unix and Windows NT computers, and other services and applications bought by larger businesses.

The effort is an outgrowth of the decision last year to consolidate globally at Saatchi & Saatchi, San Francisco. Mr. Ainscow said the approach leads to consistent global creative needed to reach HP's globe-trotting target.

IDG President Kelly Conlin said this is one of its biggest integrated programs; other major packages have been sold to IBM Corp., Microsoft Corp. and Computer Associates.

"This is indicative of a trend that we are seeing in talking to these large customers, that they have key themes that are important to their messages and marketing," he said.

RIVALS BUNDLE PRODUCTS

Ziff-Davis has made such packages out of its bundle of products -- print, Web, research, training, TV -- for customers including Sun Microsystems and Oracle Corp.

Another rival, CMP Media, is stepping up integrated efforts. CMP, which already markets print, Web and events, this month set up a new unit, Reality Research, to offer custom market research and consulting to tech marketers.

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