HP EMEA Biz Flows to Saatchi, Publicis Modem

BOSTON Publicis Groupe agencies have added Hewlett-Packard’s personal systems group account in the Europe, Middle East and Africa region following a review, the holding company said today.

Publicis’ Saatchi & Saatchi in Geneva adds HP personal computers, while digital duties were awarded to Publicis Modem.

The primary incumbent was Interpublic Group’s McCann Erickson, though Publcis already handled HP’s PSG and IPG (imaging and printing groups) in the Asia-Pacific region.

The budget was not disclosed, but sources pegged annual spending in excess of $150 million. The appointment is effective immediately.

Per Publicis, the pitch was co-led by Richard Pinder, COO of Publicis Worldwide, and Pedro Simko, chairman of Saatchi in Geneva and EMEA CMO.

Pinder said the win is important because it allows Publicis to greatly expand its relationship with an important existing client.

Publics Modem recently bolstered its Swiss operations, absorbing local i-shop Nemos and rebranding operations Publicis Modem Switzerland.

HP becomes Publicis second big international win this year, following its late-January selection by retailer Carrefour, which spends approximately $1 billion annually in global media.