Goodby Gets Microsoft and HP Project

Goodby, Silverstein & Partners will handle an ad project for Hewlett-Packard and Microsoft as part of the companies’ growing co-marketing agreement, sources said.
The project is being handled out of Microsoft’s Redmond, Wash.-based OEM unit, which works on promotions with computer-makers, such as HP and Dell, said sources. Though unclear which products will be subjects, Microsoft’s upcoming Windows 2000 will likely be involved. Similar co-marketing projects may be assigned to agencies that handle other OEM partners, said sources.
Shop officials declined comment. Microsoft and HP representatives said they were unaware of the specifics of any new joint ad project from San Francisco-based Goodby.
The two clients are also planning a joint ad push tied to the upcoming James Bond film, The World Is Not Enough, via HP roster shop Publicis & Hal Riney, San Francisco. Print ads appear in October issues of GQ and Newsweek and Rolling Stone; TV breaks Nov. 9. and will tout HP’s
Jornada 430 and Microsoft’s CE products, which are featured in the MGM film, said Phil Holden, group product manager at Microsoft’s productivity-and-appliance unit.
After Microsoft’s product placement unit signed with MGM to show its CE platform and the HP device in the film, HP signed on for the project. Sources estimated the budget at $3-6 million, to be split between both marketers. McCann-Erickson/A&L, San Francisco, handles Microsoft’s consolidated corporate-branding ads. The projects do not affect the McCann account, said sources.
Riney oversees HP’s global account for business PCs. Last month, HP CEO Carly Fiorina tapped Goodby and Saatchi & Saatchi to coordinate an estimated $100 million global brand ad campaign for HP, after a two-month global advertising audit conducted by consultancy Select Resources International, Los Angeles. Goodby was handed creative chores, with Saatchi handling media buying.
–with Todd Wasserman