It is not clear how the move will affect UK operations. In the UK, direct marketing for HP is currently handled by agencies Finex and Tidalwave. It is understood that a number of UK agencies have put in a tender to pitch for the account.
In the US, HP uses Omnicom's Goodby, Silverstein & Partners for branding and Publicis Groupe's Publicis & Hal Riney for transactional advertising.
It has been reported that Gary Elliot, vice-president of global brand and marketing communication, said that the process will not involve a pitch and is being reviewed internally. He said that HP was looking at its vendors around the world.
HP launched its biggest ever global ad campaign in January spending £7m in the UK to promote its digital photography range. The campaign included television created by Goodby Silverstein, which was adapted for the UK by Publicis.
Direct marketing spend is undisclosed and HP was unavailable for comment.
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