The anticipated cut in Hewlett-Packard’s global creative review for its personal computers has finally come down. It feels more like a trim than a buzz cut, however.
Out are Grey in New York and twofifteenmccann in San Francisco, according to sources. Still competing for the business are DDB in Chicago, BBDO in New York, The Martin Agency in Richmond, Va., and a previously unidentified contender: Deutsch LA in Marina del Rey, Calif.
The remaining shops will meet again with HP executives at their headquarters in Palo Alto, Calif., and, based on those meetings, the company will select an agency. Global media spending on the assignment is estimated at $120 million.
The cut represents a revenue hit for twofifteenmccann because the agency handled the business on a project basis since HP split with Goodby, Silverstein & Partners late last year.
HP was expected to narrow its field two weeks ago. That week, however, the company moved to combine its PC and printer and imaging divisions, in part to create efficiencies and save money. Amid the broader corporate move, the timing of the agency cut and next round of meetings got pushed back.
The head of the new printing and personal systems group, R. Todd Bradley, and corporate CMO Marty Homlish are expected to attend the next agency meetings. Eric Keshin leads marketing for personal computing.
Pile and Co. in Boston is helping to manage the process. The consultancy and HP declined to comment.