Press Release : May 15, 2012
PALO ALTO, Calif. -- HP today announced it has named BBDO Worldwide the advertising agency of record (AOR) for its personal computer business.
BBDO will lead the creation of global advertising on behalf of the world-leading computer maker across consumer and commercial product lines. HP will continue to work with regional agencies for translation and implementation.
“BBDO earned our business because they demonstrated keen understanding of our wide-ranging market segments, sound marketing strategy and high-impact ideas,” said Eric Keshin, senior vice president, Marketing, Printing and Personal Systems, HP. “We are confident BBDO’s creative team will help HP build its business around the world.”
In January, HP engaged the management consulting firm Pile and Company to manage a multifaceted review and consideration process for its PC business, which was then called the HP Personal Systems Group (PSG). Decision makers included leaders from HP’s Global Procurement, Digital Marketing and Advertising organizations, as well as members of the HP executive leadership team.
BBDO has already distinguished itself as advertising AOR for HP Global Marketing, and for the HP Imaging and Printing Group (IPG). With the March 21 announcement of the merger of HP IPG and HP PSG, BBDO will now become the advertising AOR for the newly combined HP Printing and Personal Systems group.
BBDO replaces Goodby Silverstein & Partners as the advertising AOR for the HP PC business.
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