HP's follow-up to $100 million campaign is $200 million campaign

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Las Vegas--On the heels of its blockbuster $100 million brand campaign this summer, Hewlett-Packard Co. has announced plans for a $200 million global brand campaign and revamped logo. This time around, HP, Palo Alto, Calif., will present a single brand, which positions HP as an invention-oriented enterprise. Antonio Perez, HP president, will lead the branding campaign. U.S. TV and print ads are scheduled to begin running Dec. 1, followed by an international launch in 2000. Strategic and creative development is led by Goodby, Silverstein & Partners, San Francisco, while media buying and international will be led by Saatchi & Saatchi, San Francisco.
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