HEWLETT-PACKARD LAUNCHES GLOBAL BRANDING CAMPAIGN
By Adnews Staff
Carly Fiorina, president and CEO of Hewlett-Packard Co. concluded her keynote address at COMDEX/Fall '99 in Las Vegas with the announcement that the Palo Alto, California-based company will be launching a global brand campaign and a new logo to reflect the company's new positioning. "Our brand is the strongest expression of who we are," Fiorina said. She went on to explain "Our new brand will give us a clearer, stronger voice in the marketplace, and the world will get a picture of us that reflects our true inventiveness." HP's new contemporary logo features the company initials. The word "invent" is spelled out underneath the logo. In the new branding campaign HP will present itself as a single, integrated brand as opposed to the variety of subbrands currently promoted individually. According to the company, the campaign is launching just as HP is attempting to reinvent itself as "a computing and imaging company with a commitment to making the Internet work for people." Antonio Perez, who heads up HP's consumer business and digital-imaging strategy, has been handed the job of launching the integrated brand across the company. The branding campaign will launch in the U.S. market on December 1 with television and print advertising. International advertising, including Canada, will launch in the new year. The company expects to spend $2 million on the campaign in the first year. Goodby, Silverstein & Partners of San Francisco managed strategic and creative development while Saatchi & Saatchi Advertising of San Francisco will handle international markets and media buying.