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Company Positioned as Nimble Innovator
SAN FRANCISCO–Returning to Hewlett-Packard’s roots, Goodby, Silverstein & Partners will use a new image campaign to reposition the massive tech company as a nimble startup.
Breaking Dec. 1, the yearlong, multiphase integrated effort is backed with a $200 million budget and incorporates a new logo from Landor Associates, San Francisco. A new tagline, “Invent,” will be used in all ads, said company officials.
The first TV ad will feature a voiceover from HP’s new chief executive, Carly Fiorina, describing the $40 billion company’s beginnings and how it is recapturing that spirit.
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