SENIOR VP AND CHIEF MARKETING OFFICER,
THE NUMBERS: HP grew its worldwide PC shipments in the third quarter by 9% and remains the PC market share leader with a 20% share, according to IDC, trailed by Acer at 14% and Dell at 13%. First-half measured media spending was up 1.8%, to $94.6 million over the same period in 2008. Full-year 2008 measured spending was $223 million.
THE KEY LIEUTENANTS: The most visible is Satjiv Chahil, senior VP-marketing for the Personal Systems Group, which is the PC division. Mr. Chahil, along with David Roman, who is VP-marketing communications, are both Apple alum who have made staggering progress in reinvigorating cool for the HP computer brand.
THE CHALLENGE: Being the largest tech company in the world has its advantages, but it also means managing a massive marketing force across several divisions. With HP's history of siloed divisions, Mr. Mendenhall will have to be vigilant in his unified marketing efforts.
THE AGENCIES: Omnicom's Goodby, Silverstein & Partners is the agency of record in the U.S., but sister shop BBDO joined the roster last year, replacing Publicis on the printing and imaging assignment in the U.S. Still, it's Goodby that's been there through the ups and downs over the past 13 years and keeps coming up with winners like the "Hands" ads and "The Computer Is Personal Again" campaign for HP computers.