HP Works on Consumer Image

SAN FRANCISCO-Hewlett-Packard is planning its first corporate image campaign aimed at general consumers via Goodby, Silverstein & Partners, sources said.
The print and broadcast ads are due to break this fall. The new campaign will seek to
position the Palo Alto, Calif., technology company as an important player in the emerging computer photography field.
The corporate image campaign will likely cover the company’s new imaging products, such as computer printers, scanners and digital cameras.
The agency is working with other HP roster shops, including Saatchi & Saatchi’s San Francisco office and Landor Associates in San Francisco on the work, according to sources. Executives at those agencies were not available or declined to comment.
“HP recognizes that a brand identity is fundamental to its success in the consumer world,” said a company representative. “We are going through a complete examination of every aspect of the business. Every agency that deals with us will have to be in step with the ‘consumerization’ of HP.” He declined to comment on specific campaigns or agency assignments.
The image work likely will use the tagline: “Expanding possibilities” [Adweek, May 19].
Traditionally, various company divisions have used Goodby, Silverstein and other roster agencies to create product-oriented advertising aimed at specific markets, including segments of the consumer market. HP’s business-to-business and home-office product campaigns will continue to be handled separately from the new image work, according to sources.
Goodby, Silverstein’s consumer-oriented work for Hewlett-Packard presently makes up less than half of the $40-50 million in HP billings handled by the agency.
Some of the nonconsumer HP divisions handled by the shop continue to use the agency’s former TV tagline, “Built by engineers. Used by normal people,” in their print ads.