HP selects BBDO Worldwide as AOR for PC business

Share this article:
Eric Keshin, SVP of marketing and strategy at HP’s Personal Systems Group (PSG)
Eric Keshin, SVP of marketing and strategy at HP’s Personal Systems Group (PSG)

BBDO Worldwide has been appointed agency of record (AOR) for Hewlett-Packard Distribution Co.'s (HP's) personal computer and printing business, said Eric Keshin, SVP of marketing in HP's Printing and Personal Systems Group.

BBDO, which will begin work with HP immediately, replaces Goodby Silverstein & Partners, whose contract ended “late last year,” Keshin said. He added that HP's evolving marketing strategies will continue to include social and CRM endeavors.

Ultimately, Keshin said he hopes to generate greater consumer awareness around HP. “More customers will have a greater and clearer understanding of what HP has to offer them,” he said. “We are confident we can sharpen our marketing, and that will lead to more business success.”

The selection of BBDO as AOR comes following a search that began in January under the supervision of management consulting firm Pile and Company, the company said in a release. BBDO, according to the release, had already performed well as advertising AOR for HP Global Marketing as well as HP's Imaging and Printing Group (IPG). The merging of HP's IPG with its Personal Systems Group (PSG) departments in March to create the Printing and Personal Services Group means BBDO will spearhead marketing efforts for both HP's printing and PC business.

Keshin declined to name which other agencies had been under consideration.

Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

John Wanamaker Is Dead, Long Live the CMO

John Wanamaker Is Dead, Long Live the CMO

A century-old motto isn't—and shouldn't be—relevant today. CMOs need to get with the times and put their customer knowledge to good use.

Unleashing the True Power of the Customer

Unleashing the True Power of the Customer

Retailers who harness customer loyalty program data can create a customer-centric competitive advantage.

News Byte: Gartner Retail Expert Joins eCommera as CMO

News Byte: Gartner Retail Expert Joins eCommera as ...

Kevin Sterneckert brings a wealth of knowledge and experience to eCommera.