NEW YORK Hewlett-Packard has added independent mcgarrybowen here to its global creative roster to handle project work, the client has confirmed.
Omnicom Group’s Goodby, Silverstein & Partners in San Francisco remains HP’s lead global branding agency and the client also continues to use Interpublic Group’s McCann Erickson and Publicis Groupe’s Publicis outside the U.S. (Publicis’ Zenith Optimedia handles global media duties.) Billings are estimated at more than $30 million.
In its last fiscal year — ending Oct. 3 — HP spent an estimated $1.1 billion globally on “advertising costs,” according to the company’s annual report.
U.S major media spending on the brand totaled about $375 million in the first 11 months of 2007, according to TNS Media Intelligence.
An HP representative confirmed the company hired mcgarrybowen but declined to comment further. Sources said the agency was tapped without a review.
At HP, mcgarrybowen has been reunited with Michael Mendenhall, the company’s global chief marketing officer.
Mendenhall previously was evp, global marketing at Walt Disney Parks & Resorts in Burbank, Calif. He had added mcgarrybowen to Disney’s creative roster in early 2006.
He joined HP in October and oversees corporate marketing operations worldwide, including brand marketing, customer intelligence and corporate communications.