Global HP Effort Marks 2 Firsts For Hal Riney

A muddy handprint intersected by a computer mouse is the eyebrow-raising image in a new print ad for Hewlett-Packard, part of the first global branding effort created by Publicis & Hal Riney.
The ads, which break in the U.S. and Canada today, touch off an estimated $100 million campaign for HP and its Business PC Organization that will soon extend to markets in Europe, Latin America and Asia-Pacific. The tagline: “Engineered on a human level.”
The effort, Riney’s first for HP since landing the business last fall, was carried out with extra help from Paris parent Publicis SA. The HP account was shifted to Riney from Saatchi & Saatchi here, which last week picked up $100 million in new HP business from a separate division.
“We are emphasizing HP’s heritage and its experience in the PC category, while giving HP the image of a younger, newer player,” said Tim Maleeny, worldwide account director at Riney. The umbrella ad approach marked a departure from past product-oriented efforts, he added.
“The campaign demonstrates our commitment to and passion for [PCs],” said Steve Weeks, worldwide advertising manager at the Palo Alto, Calif-based client. “We have very low awareness in the category, despite the overall strength of the HP brand. We are polishing our personality and our identity.”
Web banner ads from Riney will support the global print work and drive consumers to a showcase of servers and PC products on HP’s Web site, www.hp.com.
TV spots are also being considered for later this year and several more print ads will follow.