HP, Omnicom to develop digital print supply chain for marketers

HP and Omnicom Group Inc. have formed a strategic relationship to develop a digital print supply chain expected to reduce printing costs and improve the effectiveness of marketing campaigns for Omnicom‘s clients. The two companies plan to pilot the program with several multi-national brands in 2008.

The Web-based program will enable the agency and its clients to better manage documents, track individual projects, reduce printing duplication and waste, and gain visibility into marketing spends. It will be applied across direct mail, packaging, marketing collateral, point of sale materials and traditional advertising, including print ads, billboards and building wraps, using HP's network of print service providers.

Omnicom will also take advantage of HP's variable data capabilities to create personalized and targeted campaigns.

In addition, HP announced that Omnicom agency BBDO has been awarded international management of the Imaging and Printing Group's advertising business, making BBDO the group's advertising agency for all geographic regions outside the US. BBDO replaces Publicis. Goodby, Silverstein & Partners remains the lead creative agency for HP's global brand campaign.