New Compaq agency may ‘dwarf’ BMP

Computer manufacturer, Compaq, is seeking an agency to run a through-the-line campaign, which is likely to dwarf the corporate work through BMP DDB.

The company’s US office switched its $300m (190m) worldwide account from Ammirati Puris Lintas to the DDB Needham network in June. In the UK, BMP is to run a 6m corporate campaign for the computer company.

William Knocker, Compaq marketing services director, says BMP is “in the frame” for the through the line account. It is understood that three other ad agencies, in conjunction with their below-the-line partners, have been approached.

Knocker says: “We are looking at a number of options. It may be that we need a number of skills…BMP’s role as the senior ad agency for the business is without question. Like any of the top 20 agencies, BMP doesn’t have all the skills for our market and for the way we work.”

But he refused to say which other agencies had been approached. It is thought the account will be for direct response ads, including specialist press, to target small and medium-sized enterprises and the home office sector. The through-the-line work could be worth up to 13m, though Knocker refused to comment on this.

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