On Thursday, Hewlett-Packard launches a print campaign for its IT (information technology) infrastructure products and service offerings with the tagline, "Infrastructure. It starts with you," the company said.
The "you" in this case refers to IT managers. The campaign, via Publicis Hal Riney & Partners, San Francisco, employs a photojournalism approach. Ads were shot in actual data centers. In initial ads, the centers will go unnamed, but according to Jan McDaniel, director, global advertising, future ads will reference actual customers.
McDaniel said the effort is HP's largest campaign directed specifically at IT professionals. Ads are slated to run until March. McDaniel declined to name a budget for the campaign, but HP spent $145.3 million on measured media last year, per CMR.
The effort comes as HP undergoes the process of buying rival Compaq. HP's bid, announced earlier this month, got a cool reception from the financial community. Compaq does not plan any new ads for the rest of the year, a representative said. Compaq's last ads, via FCB, New York, hit in the spring.
McDaniel took over for Peter Van Naarden, director of advertising and brand management, last month. Van Naarden is currently working on special projects, an HP rep said. McDaniel said the company is currently evaluating its "Invent" ads, via Goodby, Silverstein & Partners, San Francisco, and will decide its ad strategy on or about Nov. 1, the start of HP's fiscal year.