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HP Signs Strategic Marketing Agreement with Omnicom
BBDO added to roster of advertising agencies for company's Imaging and Printing GroupPALO ALTO, Calif., April 18, 2008
HP today announced that it has formed a strategic relationship with Omnicom Group Inc. to drive forward the global communications strategy for the company’s Imaging and Printing Group and to develop a digital print supply chain that will streamline the creation, management and printing of marketing campaign materials.
HP also announced that Omnicom’s BBDO will join its sister agency, Goodby, Silverstein & Partners, in continuing to evolve the company’s award-winning “What do you have to say?” marketing campaign.
A print transformation
As part of its relationship with HP, Omnicom will use the company’s technology and services – provided through HP’s network of print service providers – to transform the way it currently implements marketing campaigns on behalf of its clients.
The companies envision a digital print supply chain that will both streamline workflows and offer on-demand printing for direct mail pieces, packaging, marketing collateral, point of sale materials and traditional advertising – including print ads, billboards and building wraps.
This web-based solution set will enable Omnicom and its clients to better manage documents, track individual projects, reduce printing duplication and waste, and gain visibility into marketing spends. Additionally, HP’s services and software will be used to provide variable data publishing capabilities for these new offerings. This will allow clients to more effectively reach customers with better personalized information that is targeted, timely, accurate and, as a result, more compelling and actionable.
Omnicom and HP will collaborate to pilot the digital print supply chain with several multi-national brands in 2008. By taking advantage of this solution set, Omnicom’s agencies and their clients are expected to be able to reduce their printing costs while increasing the effectiveness of their marketing campaigns.
“We’re delighted to strengthen and grow our partnership with HP,” said John Wren, president and chief executive officer, Omnicom Group Inc. “There are many synergies between our companies – including the value we place on world-class marketing rooted in strategic business objectives. In addition, we believe transitioning to a digital print supply chain will significantly enhance our business operations by enabling us to print more responsibly, reduce our environmental impact and lower costs.”
Omnicom Group agency expansion
BBDO, declared the most awarded agency network in the world in 2007 by The Gunn Report, has been awarded international management of the Imaging and Printing Group’s advertising business. With this change, BBDO becomes the group’s advertising agency for all geographies outside the United States, replacing Publicis.
Goodby, Silverstein & Partners, recently named U.S. Agency of the Year by Adweek and Advertising Age, continues as creative lead for HP’s global brand campaign “What do you have to say?” as well as serving as lead agency in the United States.
Additionally, Omnicom’s Porter Novelli continues its long-time role as public relations agency of record for the group.
“Expanding our relationship with the Omnicom Group is part of our effort to position HP as the lighthouse brand for enabling digital content creation and printing,” said Ron Coughlin, senior vice president, worldwide marketing, Imaging and Printing Group, HP. “Omnicom has best-in-class capabilities to drive our business forward in strategic markets around the world and to lead the next generation of digital print transformation.”
“HP has said it is going to transform from a ‘printer’ to a ‘printing’ company,” said Andrew Robertson, president and chief executive officer, BBDO Worldwide. “We are really excited to have been selected to work with HP and Goodby to make this happen around the world. Everyone will benefit – our clients, HP and BBDO – as we move from atoms to digits to dollars.”
Publicis will continue to work on a recently awarded digital assignment supporting the “What do you have to say?” campaign through Publicis Modem. In addition, Publicis agencies continue to support various other assignments for HP’s Imaging and Printing Group.
“We thank Publicis for their important contributions to date. They will continue to be a valued partner across HP,” said Coughlin.
HP focuses on simplifying technology experiences for all of its customers – from individual consumers to the largest businesses. With a portfolio that spans printing, personal computing, software, services and IT infrastructure, HP is among the world’s largest IT companies, with revenue totaling $107.7 billion for the four fiscal quarters ended Jan. 31, 2008. More information about HP (NYSE: HPQ) is available at http://www.hp.com.
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