According to industry insiders, the pitch has begun on a global level but will move to Asia Pacific through a focus in Singapore.
The review includes the media business for HP's corporate, personal systems group, plus its image and printing group businesses. The value of the business is upward of $200 million.
ZenithOptimedia has been the company's global media agency of record since 2004, operating in 90 countries for the technology company, and will be repitching for the business.
Regional industry insiders project that GroupM will also pitch for the accounts and Starcom will not because of its ties to HP competitor Sun Microsystems. Chemistry meetings will be held in San Francisco in the coming weeks.
In a statement, HP said "it was continually seeking ways to be more effective across all aspects of our business and media planning is no exception".
HP held a pitch for its regional search marketing account in October, which shortlisting DGM, GroupM Search and Zenith's Zed Digital. HP awarded GroupM Search the majority of the account, although incumbent Zed Digital still manages some aspects of the business.
According to a regional industry insider, HP's media pitch may play out much like the search pitch, with a showdown between GroupM and ZenithOptimedia.
The source added that HP has a myriad of agencies working on each of its divisions and these pitches may be a concerted effort to consolidate its business to a few agencies.
"HP has a whole roster of digital agencies in Asia Pacific and it understands the value of consolidating down to one key agency," he said, noting that HP is working with Arc Worldwide, BBDO, GroupM and ZenithOptimedia. "There's almost too many to mention. HP has a lot of different partners and each branch of its businesses is highly autonomous, so separate agencies control their own units. But the truth is that customers don't necessarily differentiate these units as much. It's highly likely HP will consolidate in the near future."
HP is also in the middle of pitching through-the-line duties for its server business. A decision on that business is expected within the next month.
The review includes the media business for HP's corporate, personal systems group, plus its image and printing group businesses. The value of the business is upward of $200 million.
ZenithOptimedia has been the company's global media agency of record since 2004, operating in 90 countries for the technology company, and will be repitching for the business.
Regional industry insiders project that GroupM will also pitch for the accounts and Starcom will not because of its ties to HP competitor Sun Microsystems. Chemistry meetings will be held in San Francisco in the coming weeks.
In a statement, HP said "it was continually seeking ways to be more effective across all aspects of our business and media planning is no exception".
HP held a pitch for its regional search marketing account in October, which shortlisting DGM, GroupM Search and Zenith's Zed Digital. HP awarded GroupM Search the majority of the account, although incumbent Zed Digital still manages some aspects of the business.
According to a regional industry insider, HP's media pitch may play out much like the search pitch, with a showdown between GroupM and ZenithOptimedia.
The source added that HP has a myriad of agencies working on each of its divisions and these pitches may be a concerted effort to consolidate its business to a few agencies.
"HP has a whole roster of digital agencies in Asia Pacific and it understands the value of consolidating down to one key agency," he said, noting that HP is working with Arc Worldwide, BBDO, GroupM and ZenithOptimedia. "There's almost too many to mention. HP has a lot of different partners and each branch of its businesses is highly autonomous, so separate agencies control their own units. But the truth is that customers don't necessarily differentiate these units as much. It's highly likely HP will consolidate in the near future."
HP is also in the middle of pitching through-the-line duties for its server business. A decision on that business is expected within the next month.
.jpeg&h=334&w=500&q=100&v=20170226&c=1)
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.png&h=334&w=500&q=100&v=20170226&c=1)
