Hewlett splits Asia PR remit with two shops

BM Singapore will handle enterprise and consumer businesses, while H&K Singapore will take charge of the corporate and small and medium business accounts. HP PR manager for Asia-Pacific and Japan, Joanne Tan said, "The decision to spread the business between the two agencies is to enable HP to tap the best talents available in the industry," said Tan. "HP's Asia-Pacific and Japan revenue averages US$3 billion per quarter and the volume of PR activities generated to support the company's go-to-market is increasing both in depth and breadth. Hence, other than the demonstration of strategic PR capabilities, a key criteria in each agency's successful appointment was the ability to demonstrate tight interlock across agency boundaries, ensuring that HP maintains 'one voice' across multiple business segments." Previously, H&K and BM shared the regional consumer account, while H&K handled enterprise. Tan also confirmed that HP would be putting local market accounts up for pitch in the first quarter of 2005, "as the business demands and on a 'need to' basis only". HP has also teamed up with National Geographic Channel to showcase the electronic company's digital imaging capabilities. NatGeo is airing a special vignette shot in its documentary style showing one of its regular photographers, Michael Yamashita, using HP products on a shoot in Laos to take, print and publish pictures online. "It was a challenge to communicate in one single spot the suite of needs of capture, print and share," said the TV station's regional VP of ad sales and partnerships, Avinash Himatsinghani. The vignette is complemented by a shorter call-to-action, encouraging viewers to enter a competition on a website where they can also find out more about HP's imaging products. The game will have a more visual feel to previous contests, which were more Q&A-based. Himatsinghani said that the use of different platforms was increasing the need for creative ideas in regional buying. This promotion was the result of close collaboration by the broadcaster's marketing, programming and ad sales teams, he added. Saatchi & Saatchi and Zenith provided creative and media input. HP has also strengthened its links to the world of photography by sponsoring NatGeo's Through the Lens programme. The company, well known for its printers and computers, has been promoting its digital cameras as part of its imaging capabilities with a series of promotions and roadshows across the region. The R707 camera featured in the NatGeo vignette first launched in Asia earlier this year at the Asian premier of Shrek II, in a tie-up with the film's production company, DreamWorks.