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For once, familiarity bred contentment.
Hewlett-Packard, after considering a bevy of non-roster shops to handle global advertising for its personal computers, has selected BBDO, a roster shop that already creates ads for printers and corporate image efforts, according to sources. Global media spending on the PC assignment is estimated at $120 million.
BBDO now handles the bulk of HP's creative business. The relationship began in 2008 with a printing and imaging assignment overseas.
In a statement, Eric Keshin, HP's svp of marketing for printing and personal systems, cited the winning agency's "keen understanding of our wide-ranging market segments, sound marketing strategy and high impact ideas."
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