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Saatchi and Saatchi has strengthened its grip on the pan-European

advertising account of Hewlett-Packard by scooping dollars 20 million of

new through-the-line business for the computer giant.

The win, which follows a pitch against five other agencies, will be

shared with Zenith Media, Saatchis’ sister media shop, which has won the

media for the new tactical personal computer account in most of Hewlett-

Packard’s major European markets. In the UK, Zenith has picked up an

extra pounds 3 million of new media billings and will also handle media

planning.

Hewlett-Packard is currently reviewing its core brand advertising

arrangements across Europe. The decision to award the new business to

the Cordiant-owned agencies represents a crucial vote of confidence.

The new account is to be funded by a joint initiative, called ‘advantage

inside’, between Hewlett-Packard and computer resellers, which are

effectively the wholesalers of the computer industry. The campaign will

also be supported by Intel under an agreement where the company will

help fund ads that carry its branding.

A series of tactical ads aimed at increasing PC sales will run in a wide

range of press and other media, including computer titles and national

newspapers.

Both Saatchis and Zenith are set to pitch for the main dollars 30

million-plus Hewlett-Packard branding account across Europe next week.

Derek Bowden, Saatchis’ chief executive officer, Europe, the Middle East

and Africa, said: ‘Roger Wilson [director of corporate communications at

Hewlett-Packard] was quoted in ±±¾©Èü³µpk10 [9 February] as saying the

review was necessary to see if other shops could offer more speed and

responsiveness. Clearly, we delivered.’