Hewlett-Packard selects Omnicom Media to handle global media duties
21 Feb 2009
Hewlett-Packard has selected Omnicom Media Group to handle global media reseponsibilities across the company's four divisions. The $1-billion global media-planning and buying business was earlier handled by Publicis Groupe's ZenithOptimedia, which had been HP's agency of record since 2004.
HP has also hired a team of Omnicom agencies to handle global marketing services for the company's Technology Solutions Group.
The pitch was originally for three HP divisions, Corporate, Personal Systems Group and Image and Printing Group, but was expanded to include its Technology Solutions Group as well.
Revenue on the TSG account, which includes traditional advertising, search engine and direct marketing, interactive efforts and media duties, is estimated at more than $100 million. TSG previously had been split among various agencies in different regions of the world, including Goodby; Publicis Groupe's Publicis; WPP Group's Wunderman; Interpublic Group's Draftfcb; and ZO.
According to HP's most recent annual report, the company spent nearly $1 billion on advertising annually since 2006. In 2007, according to TNS Media Intelligence, HP spent $417 million on U.S. measured media. On a global scale that number was likely closer to $1 billion.
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