HP Awards PC Biz to Publicis Groupe in Overseas Regions

Saatchi to Take on Advertising Duties; Publicis Modem to Handle Digital Communications

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LONDON (AdAge.com) -- Hewlett-Packard has appointed Publicis Groupe agencies to handle all above-the-line advertising for its personal-computers division across Europe, the Middle East and Africa.

The PC business, thought to be worth $150 million, was previously handled by McCann Erickson. McCann pitched to retain the account against Publicis, BBDO, Y&R and other shops.

Publicis Modem will handle will handle digital communications, while Publicis Groupe's Saatchi & Saatchi Geneva will take the lead in advertising duties. The appointment is effective immediately.

The appointment is a vote of confidence in the long-standing relationship between HP and Publicis in Europe and Asia. Publicis already handles both imaging and printing for HP, as well as its personal systems in Asia. In EMEA (the commonly used acronym for the region), the agency network already handled imaging and printing below the line before adding today's win to its client portfolio.

Richard Pinder, chief operating officer, Publicis Worldwide, led the pitch alongside Saatchi's Geneva and EMEA chief marketing officer, Pedro Simko. "HP is an extremely long standing and highly valued client," Mr. Pinder said. "Like any client relationship it goes through ups and downs, and we are delighted now to be expanding the relationship across our home territories."

Publicis-owned ZenithOptimedia lost the HP media account last year, and Publicis had to fight to retain direct marketing across EMEA in a pitch last May.

"HP is all about a knowledge, and knowledge across the world is set to double in the next five years," Mr. Pinder said. "We are very excited to be working with a client that is all about using, handling and manipulating that data."

In the U.S., HP works with Goodby, Silverstein & Partners, BBDO and McCann Erickson.

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