H-P Thins Interactive Roster

NEW YORK Hewlett-Packard said Monday that it has narrowed its interactive roster to a handful of shops following a four-month review.

Goodby, Silverstein & Partners in San Francisco will act as the lead on the HP’s online efforts. The Omnicom Group shop already handles the computer maker’s worldwide branding.

The Palo Alto, Calif.-based company has also selected FCBi in New York, the interactive arm of Interpublic Group’s Foote, Cone & Belding, and Modem Media in San Francisco, partly owned by IPG, to oversee its interactive advertising. Publicis Groupe, the network responsible for HP’s offline product advertising, will develop online ads for HP’s Personal Systems Group. Publicis Groupe’s Optimedia will continue to handle media placement worldwide.

The shops were chosen based on their creative strengths in interactive advertising, strategic support capabilities and global reach, the client said.

Last November, HP launched its largest interactive push ever to coincide with its “Everything is Possible,” global branding campaign from Goodby. The online effort, also from Goodby, showcased the ways businesses like Amazon.com and Birdlife Finland use HP’s printers, computers, servers and technology services to make things possible [IQ Daily Briefing, Nov. 19]. FCBi and Agency.com in New York, one of HP’s former interactive shops, assisted.

For the first 10 months of 2002, HP spent nearly $30 million in online advertising, double what it spent the year before, according to CMR Interactive. The company launched the review of its digital roster shops in September [Adweek, Sept. 9], a few months after it consolidated its offline advertising at Goodby and Publicis.

Since HP merged with rival Compaq last year, the company has been consolidating its roster. Last week, HP selected three public relations firms to support its corporate and product communications efforts following a review that lasted several months. WPP Group’s Burson-Marsteller will represent the Enterprise Systems Group and HP Services, while Omnicom’s Porter Novelli will represent the Imaging and Printing Group. WPP’s Hill & Knowlton will be responsible for the Personal Systems Group and global and regional corporate communications.

According to CMR, HP spent nearly $190 million in measured media for the first nine months of 2002.