HP Moves E-Services

Hewlett-Packard has shifted its $60 million e-services account from Saatchi & Saatchi to Goodby, Silverstein & Partners, and the budget is being folded into Goodby’s $200 million global corporate branding account, according to Pradeep Jotwani, general manager of consumer products organization.
The move is part of a marketing reorganization being engineered by HP’s new CEO, Carly Fiorina.
Saatchi’s San Francisco office had handled e-services, once an estimated $100 million account, while Goodby, San Francisco, oversaw the estimated $40 million account for digital imaging, including printers. All or most of both accounts are being incorporated into the current corporate branding effort, said sources. The first image-oriented phase of Goodby’s corporate campaign broke last week [Adweek, Nov. 22].
The second phase, breaking next year, will showcase HP innovations in imaging equipment and Internet services, company officials said.
Still up for grabs are product ads for e-services and digital imaging. Saatchi and Goodby executives confirmed those assignments have not been made. Further reorganization will likely happen first, sources said. It is not clear if roster shops will handle that work.
Despite the loss, the Saatchi network is gaining more HP revenue than before, said Tony Dalton, agency vice chairman. The network oversees media for the corporate campaign, and is adapting Goodby’s creative for use in Asia and Europe. The network also handles some product ads overseas. –with Todd Wasserman