HP reviews technology arm’s 69m global brief

Hewlett-Packard has called a review of the $100m (£69m) global marketing and media account for its Technology Solutions Group (TSG). It aims to consolidate the business into one company.

The group, the company’s business-to-business division, works with California-based Goodby, Silverstein & Partners, as its lead advertising agency, with Publicis handling worldwide distribution and Wunderman working on its direct marketing. ZenithOptimedia handles its media planning and buying, and Performics and Zed share its search engine marketing account.

It is understood the pitch comes as HP looks to move the group’s advertising away from traditional media, predominantly print, to focus on digital marketing. It is being overseen by US-based Ark Advisors and is understood to have a digital and search engine marketing focus. A decision is expected this week.

A HP spokeswoman says/ “TSG will engage a single holding company, accountable for all advertising, direct marketing, media buying, search engine marketing and interactive campaigns.”

The review is part of a wider overhaul of HP’s marketing. In November, the company announced a pan-European review of its £30m advertising business for its consumer products division, currently held by McCann Erickson, and a £150m global media planning and buying review for its personal systems and imaging and printing divisions, also handled by ZenithOptimedia.