Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Goodby Repositions HP in $200 Mil. Campaign
SAN FRANCISCO–Goodby, Silverstein & Partners is seeking to reposition Hewlett-Packard, as a nimble startup, in a new image campaign breaking Dec. 1. The multiphase, year-long integrated effort is backed by a $200 million budget and incorporates a new logo by Landor Associates, San Francisco. A new tagline, “Invent,” will be used in all new ads, said company officials. The first TV ad in the campaign will feature a voiceover by the company’s new CEO, Carly Fiorina, describing how HP began as a startup and is returning to that image.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in