SAN FRANCISCO CIOs make confessions in a new print and online campaign aimed at drawing attention to Hewlett-Packard's enterprise initiatives.
The advertising campaign, which broke Tuesday with a 10-page insert in The Wall Street Journal, was created by Goodby, Silverstein & Partners in San Francisco.
Spending for this effort is estimated at 25 percent of the client's budgeted brand advertising this year, said Karen Jones, director of worldwide brand advertising for H-P. Last year, the company spent $225 million on print advertising, according to TNS Media Intelligence/CMR.
The new work retains the tag, "Everything is possible," and will run in concert with the company's current "+ customer" series, which includes television work. The enterprise campaign may grow to include television at the start of the next fiscal year, which begins in December, said Jones.
The ads, like the previous H-P campaign, spotlight customers of the Palo Alto, Calif.-based company. In this case, the print work focuses on the client's real CIOs, quoting them about their use of the technology. The campaign features the line: "Confessions of the World's Most Demanding CIOs."
"These ads are really targeted to CIOs and technology leaders who have chosen H-P as their infrastructure provider, because of the full breadth of capabilities and offerings we bring to the table," said Jones. "These ads get really specific for the technology decision maker."
A 10-page insert is also expected to run in The New York Times on May 20. Other print work will appear in The Economist, Forbes, CIO Magazine, Fortune and Harvard Business Review.