Hewlett-Packard to launch new campaigns in Europe

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GENEVA -- Saatchi & Saatchi London has been charged with mounting the first marketing campaign in the Balkans and central Europe for Hewlett- Packard, the U.S.'s second biggest computer and electronics firm.

Saatchi will advertise the Palo Alto, California- based company's "peripherals", which include ink jet and laser jet printers, office supplies and "emerging" products (faxes, copiers and multi-function products) in countries such as Serbia, Croatia and Kazakhstan. The win extends Saatchi's brief for these products from 23 to 34 markets and the budget is likely to run into several millions.

"There is enormous potential for our company in these markets which sit on our doorstep," says Roger Wilson, director of corporate communications at HP's Geneva, Switzerland-based headquarters."If we position ourselves well, it will give us a tremendous launch platform from which to build the brand.

Saatchi also holds the accounts for HP's computer systems, test and measurement systems, printers, peripherals and customer support in Europe, plus PCs in the U.S. (where San Francisco-based Goodby Silverstein & Partners handles printers).

But the agency has lost out on $1.5m worth of business to promote HP CD writers, data storage and data back-up systems across Europe, which has moved to Publicis. Publicis joined the HP roster last April with the award of HP's mainstream PC branding business for Europe, said at the time to be worth $20m.

In a separate move, Publicis London has just been appointed to handle HP's PC branding campaign through its dealer network across Europe, boosting billings to $40m. That spend is partially funded by the dealers, however.

Initially, the ads developed in London and adapted for use in local markets will appear in HP's top eight European countries. Media planning and buying will run through Optimedia. Previously, dealer advertising was assigned to agencies on an ad hoc basis.

"Our experience in working with Publicis over the last six months has told us we can safely trust them with more of our business," says Jos Brenkel, general manager for HP's European Marketing Centre in Grenoble, France. "They got a grip on our complex account very quickly."

Joanna Baldwin, head of international business at Publicis London, says AdNet, the account management system developed for former client Intel, will help the agency orchestrate the dealer advertising in multiple countries.

Copyright December 1996, Crain Communications Inc.

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