H-P unveils 10m ad blitz for printers

Hewlett-Packard has increased its ad budget fivefold 0to 10m in its biggest campaign for the UK consumer printer market to date.

The increased spend comes at a time when H-P is moving away from sponsorship to consumer marketing.

The company announced before Christmas that it would not be renewing its sponsorship of Tottenham Hotspur Football Club when the contract expires at the end of the current football season.

Jon Van Duyne, general manager consumer business products organisation, says: “We need to talk to consumers about the benefits of the products and the brand.”

The campaign will not use the origami theme which has formed the basis for all print ads over the past five years.

The new ads, through Saatchi & Saatchi, carry the strapline: “Only Reality Looks More Real.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here