Hewlett Packard Enterprise Launches New Brand
Hewlett Packard Enterprise launches as a new company today with a global brand campaign called "Accelerating Next," which shows how its technology helps enterprises move their businesses forward.
A year ago, technology company HP announced it would be splitting into two companies -- HP Inc. for its personal computers and printing systems and Hewlett Packard Enterprise for its servers, storage, networking, software and cloud-based services to serve business customers.
To kick off the new company, HPE President and CEO Meg Whitman, as well as some of its business partners and customers, will ring the opening bell of the New York Stock Exchange, where the company will begin trading under the ticker "HPE." The new company has annual revenue of $53 billion.
HPE will also launch a global brand campaign, with brand strategy and identity created by Siegel+Gale, and creative developed by BBDO New York. The campaign includes TV, print, online and out-of-home, and the budget was undisclosed.
"Our job was to create a perception of the company and position the company as unique in the marketplace, but separate from the HP we were and HP Inc.," said Susan Popper, senior VP-experience marketing for HPE.
"Our brand promise is 'Together we propel your business forward.' The theme of the campaign is 'Accelerating Next.' In this world, the speed of business, the need for agility and disruption in what we call the idea economy means our customers have to quickly adapt to that change," Ms. Popper said. "The campaign shows how we help accelerate what's next for customers, whether that is accelerating innovation, transformation or value."
The campaign breaks with two TV spots, which are running on "Monday Night Football" on ESPN and cable networks including CNBC and CNN.
In one 30-second spot, called "Accelerating Next," a green glowing rectangle is embedded into different technology scenarios, from the dashboard of a futuristic car to assembly-line manufacturing systems to health-care technologies.
"The green rectangle is a metaphor for how we are an integral part of our customers' success, whether it's a test car, a hospital or a wind tunnel," Ms. Popper said. "Each scene represents different industries and customers, and the stories of what we do for them to help their businesses succeed."
Another 30-second TV spot, called "Green Light," shows images associated with speed and movement, such as high-speed trains, flashing traffic lights, a bull-rider in a rodeo and computer technology, with increasingly accelerating scenes, ending with a still shot of HPE's new headquarters and the hashtag #NewHPE.
Print ads, which are running in publications including The New York Times and The Wall Street Journal, take the idea of "Accelerating Next" further, with case studies showing how HPE is accelerating security, analysis, productivity and transformation for its customers.
"Every company in every industry is on a transformation journey," said Marissa Freeman, VP-brand experience at HPE. "They all have some technology that needs to be modernized in some way, whether that is adopting cloud, mobility, security or making the customer experience more dynamic. We help them get from where they are to whatever they need to be."
The campaign drives users to a new website, www.hpe.com, which features online videos, case studies, customer stories, infographics, white papers and other content. HPE is also launching new social channels to promote the brand.