HP seeks agency for its interactive account

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Hewlett Packard Co., which moved recently to consolidate media at Publicis Groupe, is now hunting for a single agency to handle an estimated $25 million global interactive account.

Agencies said to be participating in the HP review include iXL and Grey Global Group's Beyond Interactive, both San Francisco.

The review, for HP's Business Customer Organization, is being handled by Select Resources International, West Hollywood, Calif., and seeks to consolidate business currently at 36 to 40 small shops around the world that handle interactive advertising and promotion for HP business products.

The move to combine interactive responsibilities follows HP's action this fall that shifted media buying on its estimated $150 million to $200 million account to Publicis media agencies from Zenith Media, half-owned by Saatchi & Saatchi (AA, Oct. 23).

HP's decision to unite media was spurred by Publicis Groupe's acquisition of Saatchi.

The global review extends to product-specific solutions within the Business Customer Organization, "basically anything a small to [large enterprise] customer might purchase from HP," said Jan McDaniel, worldwide advertising-brand identity manager, HP's Business Customer Organization.

The goal of the review is to streamline the Business Customer Organization's online presence and effectiveness through a combination of online advertising and brand awareness efforts, as well as product-oriented solutions.

Copyright December 2000, Crain Communications Inc.

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