In an earlier round, US agency Goodby Silverstein & Partners was retained as global lead creative shop for the Personal Systems Group, and on the North American imaging and printing business. Publicis Groupe currently handles the bulk of HP's business in Europe and Asia, with Publicis and Saatchi & Saatchi splitting the Asia business.
"The choice (for HP) is whether to appoint a global agency or appoint a headquarters creative and adapt," said a source, noting that HP had chosen the latter option. "The question is how HP adapts work with local insights -- how do you get local relevance?" The review was reportedly triggered by the departure of HP chief executive Carly Fiorina in 2005. HP spent US$1.8 billion on global advertising in 2003 and 2004.
