HP halts DEC look-alike ads

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Hewlett-Packard Co., Cupertino, Calif., is halting an ad campaign mimicking Digital Equipment Corp. ads after getting a complaint from Digital. According to sources close to media, a spread ad in the Business Week issue out Feb. 13 will be the last. Julie Bauer, general manager of Saatchi & Saatchi, San Francisco, HP's agency, said, "At this point, it's a wait-and-see" and declined other comment. A Digital spokesman said the HP ads appear to be "a desperate move by a very frightened company" and declined further comment. The HP ads targeted Digital UNIX computer buyers concerned about Digital's pending acquisition by Compaq Computer Corp. Compaq promotes the rival Windows NT program. Creative used the word "Worried?" in burgundy blocks similar to those used in Digital advertising and in Digital's logo.

Copyright February 1998, Crain Communications Inc.

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