HP starts $125 million printer drive

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Hewlett-Packard Co., Palo Alto, Calif., is boosting global printer spending for the year beginning Nov. 1 to $125 million from $100 million, with North American spending jumping to $50 million from $44 million. While HP agencies will produce a separate campaign in each global region, all will focus on color printers in an effort to drive the market for home and business printing. The North American campaign, created by Goodby, Silverstein & Partners, San Francisco, starts Oct. 29, consisting of print, spot radio and HP's biggest-ever Web campaign. HP is trying some unusual Web tie-ins; HotWired's site will load in b & w and then turn to color, while section buttons on USA Today's site will appear to be spitting out of an HP printer.

Copyright October 1998, Crain Communications Inc.

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