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The story of Hewlett-Packard’s $160 million-plus U.S. media buying business is taking on the convoluted characteristics of presidential voting patterns in Florida.
The advertiser’s decision earlier this month to consolidate its worldwide advertising at Publicis Groupe sent the account ping-ponging between Publicis units. It went from Zenith Media, which handled HP’s $50 million U.S. broadcast business, to Optimedia in New York, Publicis’ global media arm, and now to Publicis & Hal Riney in San Francisco.
“Optimedia is the Publicis worldwide media brand, [but] Hewlett-Packard’s worldwide media center will be located in San Francisco,” said Jane Groft, svp/corporate media director at the Bay Area shop, which has handled HP’s business-PC division for the past two years.
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