Compaq reviews £188m account

Compaq Computer Corporation is to review its worldwide advertising, worth an estimated $300m (&£188m), but Claydon Heeley Jones Mason is expected to hold on to the giant computer manufacturer’s &£15m direct marketing account.

The creative account review, which is the third in three years, will not affect through-the-line advertising handled by Interpublic Draft Worldwide in the US and Claydon Heeley in the UK.

However, corporate branding, which is the responsibility of BMP DDB in the UK will be affected. The agency was appointed to handle a brand push worth about &£6m. However, corporate work has since dried up and only a supplier-funded campaign is expected in the next couple of months.

The direct marketing account, held by Claydon Heeley Jones Mason, was originally won by Jones Mason Barton Antenen, a joint venture between Claydon Heeley and BMP DDB. The joint venture was set up in January specifically to pitch for the through-the-line Compaq business in January 1998. Claydon Heeley merged with Jones Mason Barton Antenen last month.

Compaq is understood to be talking to Young & Rubicam and J Walter Thompson in the US, as well as incumbent DDB, and one other. Compaq refused to comment on which agencies will pitch for the business.

A company statement says: “Compaq confirms that it is in the process of reviewing its global advertising. In addition to the incumbent, DDB Worldwide, several agencies are under consideration and the company expects to move quickly in the selection process.”


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