Compaq axes Initiative to hand 120m to Optimum

Computer manufacturer Compaq is to move its $200m (120m) media planning and buying account out of Ammirati Puris Lintas and Initiative into DDB Needham’s Optimum media buying network.

In the UK, BMP Optimum will pick up the media buying from Initiative Media and the planning from APL.

The decision comes days before shareholders of the mainframe computer manufacturer Digital are expected to vote in favour of a merger with Compaq on June 11. DDB Needham is the agency of record for Digital.

Last week it emerged that Compaq was to switch its global advertising business into DDB Needham, less than 12 months after the creative account had been consolidated into Ammirati Puris Lintas.

A spokesman for Compaq says: “APL is still fulfilling projects such as direct marketing in the US, interactive advertising, as well as other non-traditional forms of advertising.”

According to ACNielsen-MEAL, media spend in the UK for Compaq is around 9.1m, and for Digital 5.1m.

Following the merger between the two computer giants, senior management changes are expected. William Knocker, Compaq’s marketing services director in the UK, is tipped to lead the marketing department.

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