Compaq starts $300m global rebranding push

Computer giant Compaq is launching a $300m (£207m) global rebranding campaign through its advertising agency FCB, with the strapline “Inspiration technology”.

The campaign, featuring TV and press work, breaks in the UK on November 1 and will be rolled out to other European markets before the end of the year.

The multi-million pound creative and media work in the UK is being handled by Banks Hoggins O’Shea/FCB, after FCB won the account from DDB Worldwide earlier this year.

Compaq’s previous strapline “Non stop” is being dropped as the company begins to focus on consumers rather than products. The logo will remain unchanged.

Compaq UK and Ireland marketing and communications director Hamish Haynes recently added internal communications to his remit. He now reports to strategy and marketing director Robert Fedder, who was appointed last month.

Haynes says: “The industry, including ourselves, has talked about products for too long. We need to talk about what the products can do for business and consumers and how we can inspire them to do great things.”

Haynes adds Compaq wants to focus more on its Internet products and services and move away from the image of Compaq being just a computer manufacturer. Recent product launches include the Ipaq pocket computer.

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