DALLAS – The growing number of job vacancies in the computer industry has spurred a review for the consolidated recruitment ad account of Compaq Computer Corp., Digital Equipment Corp. and Tandem, sources said.
The consolidation also raises the possibility of further account consolidations down the line. Compaq’s acquisition of Digital would create a computer firm second in size only to to IBM, according to Hoovers Online. (Compaq acquired Tandem last year.)
Houston-based Compaq human resources manager Christine Doxey confirmed a review for Compaq’s recruitment business. She declined to elaborate and disputed a $5-10 million figure provided by sources.
Sources said shops contacted include recruitment agency networks Bernard Hodes Advertising and JWT Specialized Communications, each of which have offices in Dallas and Houston; and JWG Associates in Wellesley, Mass. JWT Specialized’s New York office is the incumbent at Digital. BHA is Tandem’s shop. Not participating, said sources, is Compaq incumbent TMP Worldwide, Santa Clara, Calif. Agency executives all declined comment or did not return calls.
The consolidation is intended to cut costs and increase the reach of each brand’s human resources department, sources said. “There are 85,000 computer science graduates [nationwide], and there are 250,000 jobs available,” said a source. “The pressure to attract qualified employees is exploding these recruitment advertising budgets.”
Regarding the $200 million main ad account, Compaq will soon launch its global campaign through Ammirati Puris Lintas, New York, but plans for Digital remain vague [Adweek, May 18]. Digital representative Dan Kaferle said no decisions on the future of the brand have been made and referred questions about possible account consolidations to Compaq. He did confirm that Digital’s current print campaign, which includes co-branding efforts with Compaq, will run through the summer. DDB Needham, New York, handles Digital’s estimated $35 million account. – with David Gianatasio
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