HP hands IPG to BBDO

Global - HP has signed an agreement with the Omnicom Group which will see it handing the global communications strategy for its Imaging and Printing Group (IPG) to BBDO.

Publicis remains the AOR for HP's Personal Systems Group (PSG) and Total Solutions Group (TSG) sides of the business.

Publicis Modem Asia's regional managing director Arlene Ang confirms the news with Marketing, "It is for sure the business is going since this is a global initiative. We are currently waiting for black-and-white confirmation from the regional client based in Singapore on the news of the transition."

According to a press release on the HP website, Publicis agencies will continue to support various other assignments for HP IPG.

On a separate note, Omnicom and HP will collaborate to pilot a digital print supply chain programme with several multinational brands - who are Omnicom clients - in 2008. This allows Omnicom to use HP resources to offer on-demand printing for direct mail pieces, packaging, marketing collateral, point of sale materials and traditional advertising - including print ads, billboards and building wraps to its clients.

"HP has said it is going to transform from a ‘printer' to a ‘printing' company, we are really excited to have been selected to work with HP and Goodby to make this happen around the world. Everyone will benefit - our clients, HP and BBDO - as we move from atoms to digits to dollars," Andrew Robertson, president and CEO, BBDO Worldwide, said.

BBDO becomes the group's advertising agency for all geographies outside the US, replacing Publicis which will still work with Goodby, Silverstein & Partners and also continue as creative lead for HP's global brand campaign 'What do you have to say?'.