Goodby, Silverstein to Lead HP Ad Efforts

SAN FRANCISCO — Hewlett-Packard Co. on Thursday named Goodby Silverstein & Partners here its lead agency for worldwide branding and The Publicis Group Worldwide, including Publicis & Hal Riney San Francisco, its global agency for products, according to the client.

Before HP merged with rival Compaq, the two companies used several agencies for marketing and advertising. Thursday’s announcement keeps both agencies in their pre-merger roles. Optimedia will handle media spending. Publicis will be responsible for designing ads primarily for specific products, like printers and servers, while Goodby will handle overall brand advertising.

Before the merger FCB Worldwide was Compaq’s agency of record. Interpublic Group of Cos.’Initiative Media handled the computer maker’s media buying.

“Consolidating agency resources was an essential part of creating one brand and one voice for the company,” said Gary Elliott, vice president, HP Marketing Communications, in a statement announcing the moves.

The post-merger Hewlett-Packard, based in Palo Alto, Ca., spends roughly $250 million on domestic advertising, according to the client. H-P spent about $140 in 2001, per CMR; Compaq spent approximately $135 million. A global spending figure was not immediately available.